Safety Delivered: An initiative with a purpose to promote an effective road safety culture amongst our delivery bike drivers. We took an emotional approach and turned a vital piece of equipment designed to protect into a reminder, showcasing why their lives are more important than any delivery.

We interviewed all of our drivers, asking them why they’re doing their job and who are those most important to them. When then used these emotional triggers at the heart of our campaign—we placed photos of their out of sight loved ones right on top of their helmets and into their minds, reminding them every time they get on the road, of why they’re doing this and who they’re doing it for. We also placed statements on the back of their helmets, reminding other road users that our bike drivers are just like them; fathers, sons, husbands—people who have families who love them.

The initiative was led on social media and supported by over 21 publications/forums worldwide.

The overall process took us two months to craft and implement.

Scale-wise, we created over 200 helmets and the roll-out was week by week.

CAMPAIGN LAUNCHED APRIL 1ST, 2016

Supported by over 21 publications/forums worldwide.

Free impressions: 17 million

Facebook views: 1.2+ million

Reach: 2.6+ million

Shares: Over 17k

Brand loyalty: 35% increase in online customer sign-ups

Traditional media spending: $0

Trigger effect: Schools and organisations (i.e. Kawasaki, Uber, Harley Davidson Owner’s Group) adopted and supported our initiative.

And the list is growing.