Cannes Lions

Life-saving Reminders

HAVAS INBAR MERHAV G, Tel Aviv / CARASSO MOTTORS (NISSAN) / 2020

Case Film
MP3 Original Language
Case Film

Overview

Entries

Credits

Overview

Background

In the past decade in Israel, hundreds of children have been forgotten in cars and 31 of them have died. 'Forgetting-Child-in-a-Car Syndrome' usually strikes in the morning and the most effective way to prevent it is through reminders. This summer, Nissan decided to help parents fight this terrible threat.

Idea

The assumption behind 'Life-saving Reminders' is that targeting parents in cars by a massive morning radio campaign full of reminders could save children's lives.

But there's a problem: Radio shows in Israel only have 2 commercial breaks per hour - not enough for such important reminders.

So we decided to approach morning radio broadcasters directly and invite them to use their own voice to remind their listeners as many times as they can - no commercial spots involved. In return, for every reminder they'll broadcast - Nissan will donate to a child safety association.

In order to tell the broadcasters about our project we analyzed their habits and found that they all read newspapers before they go on air. That's where we realized that to run a nationwide life-saving campaign on the radio we actually needed to publish a print ad in the newspaper.

Strategy

We thought that the best way to reach parents every morning while they're in the car with their kids is through morning radio shows between 7:00AM-9:00AM, but to do that, we should have reach the broadcasters first and ask them to run our campaign.

After analyzing morning broadcasters habits' we found that they all read newspapers before they go on air. That's where we realized that to run a nationwide life-saving campaign on the radio we actually needed to publish a print ad in the newspaper.

Execution

We published a single print ad in the newspaper with an invitation for morning radio broadcasters to run our radio campaign on Sunday, August 4th.

Our print ad designed as a letter and therefore attracted much attention.

At the same day all the morning broadcasters (and even some noon and after noon radio broadcasters) talked about 'Life-saving Reminders' project and most of them decided to run our radio campaign themselves until the end of the month.

Outcome

2,128 Reminders

4.9 Hours dedicated to the issue (on morning radio shows only)

6.3M People impacted

And most importantly - 0 Children were forgotten in cars during August 2019