nz safety week doing more with less nicole murray accident compensation corporation
TRANSCRIPT
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NZ Safety WeekDoing More with Less
Nicole MurrayAccident Compensation Corporation
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Doing more with lessSafety NZ Week 2009
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Background
• Annual campaign• Focused on raising awareness of injury risk • Running since 2005• Refined focus in 2008 to be solely home
safety• Campaign had been largely based around
advertising, direct marketing and an awards event
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The challenge
• Target audience is “the working age population”
• Low interest subject
• Low awareness of personal risk
• Unregulated environment
• Cluttered market for social good messages
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The context
• The budget has been cut - by more than 50%!
• No internal appetite for a social marketing campaign
• The expectations of what we can achieve have not changed
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The response
• Get other people to do the work• Hijack existing activity• Make everything multi-purpose
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Get other people to do the work
• Develop partnerships• Mould the message to suit them• We provide message, they provide
channel• Make it easy to be involved• Target things that are happening anyway• Don’t be shy
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Hijack existing activity
• Use every contact • Hijack existing activity• Flexible resources
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Make everything multi-purpose
• Don’t mention the Week!• Re-cycle existing resources
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The 2009 campaign• Unpaid media / PR• Cross government alignment• Employers• Businesses• Retailers• Staff• ACC clients• Community groups• Social media
…and no paid advertising!
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What does success look like?Measures
• perception of risk
• reach of campaign
• ROI
• self-reporting of action taken
• soft measures (number of partners etc)
Progress
• Soft measures met in 2008
• 14:1 ROI on PR
• A little movement in risk awareness
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Opportunity cost
• Doing more with less is a little misleading
• Less money in this case means more time
• Need to consider the opportunity cost when planning
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Keep safe in your home
• Safety NZ Week is 7-13 September. Make a point of talking to your friends and family.
• Visit homesafety.co.nz to find out more and take the home safety challenge
• And if you do nothing else – check your smoke alarm, put stickers on large glass panes and check that your hot water is 55 degrees at the tap.
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Questions?