NZ Safety WeekDoing More with Less

Nicole MurrayAccident Compensation Corporation

Doing more with lessSafety NZ Week 2009

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

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

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

The response

• Get other people to do the work• Hijack existing activity• Make everything multi-purpose

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

Hijack existing activity

• Use every contact • Hijack existing activity• Flexible resources

Make everything multi-purpose

• Don’t mention the Week!• Re-cycle existing resources

The 2009 campaign• Unpaid media / PR• Cross government alignment• Employers• Businesses• Retailers• Staff• ACC clients• Community groups• Social media

…and no paid advertising!

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

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

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.

Questions?