Design > Digital & Interactive Design

PLAYSTREET

BBDO GUERRERO, Makati City / JOHNSON & JOHNSON / 2018

Awards:

Shortlisted Cannes Lions
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Overview

Credits

Overview

CampaignDescription

Children draw wildly imaginative creatures. What if we could use these images to protect them while playing? The Playstreet idea is to mark the streets where children are playing with vivid colorful monsters that would protect children and remind drivers to slow down. We knew we would have to persuade parents and drivers to participate and pay attention to the problem. We also believed that using mobile and other digital devices the monsters would bring home the point to slow down on these streets. To further bring the idea home we thought of partnering with local community groups to paint real-life images of the monsters on the streets.

Execution

We started with live events including closing a busy street for a weekend to let parents and kids experience a safe place to play. Using a combination of mall tours, activations and social posts we invited parents to flag the streets in their neighborhoods where children play. This then provided the data for us to start building an interactive map of all Playstreets in the country and mark them on a specially created Google Map. We then marked these places using the child-inspired images. We created an online petition, downloadable Google navigation maps containing the marked streets and other campaign information on a dedicated website: www.playstreet.ph We also shared the results with local government and map navigation companies to drive permanent changes in speed limits and navigation routes.

Outcome

The Playstreet activation is led by the Johnson's Active Kids range of products which includes shampoo, powder, and bath, and this was the major activity for the brand. As a result sales for the brand grew an impressive 21% year on year - this represents a massive ROI of 301% for the company and is leading to further investments in the campaign.

• 164 Million Media Impressions garnered from our online posts and on ground events

• 301% ROI in PR Value

• 6x more responses than average

• Commitments from GPS app makers to work with local government in introducing lower speed limits.

According to the World Health Organization, this would reduce road accidents involving kids by up to 30%.

Synopsis

Johnson’s wants to promote outdoor play as part of nurturing healthy child development. It also provides products like soap and powder that keep children fresh when active. However, in The Philippines children often have no choice but to play on the street and as the country suffers from “the world’s worst traffic” (according to waze) even sidestreets get commuter cars diverted onto them. On top of that signage is usually either absent or inadequate. These factors end up contributing to a high rate of road accidents among children: over 30,000 incidents a year.

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