Damage: The Longer Term Effects of Seatbelt Advertising|短视频|广告营销案例【ADGuider广告指南】

损害: 安全带广告的长期影响

案例简介：北爱尔兰和爱尔兰共和国的安全带磨损率历来低于他们最近的邻居英国，导致了更高的道路屠杀率。挑战是提高安全带的合规性，从而减少道路屠杀，从而减少人类悲剧和纳税人的经济成本。Seatbelts 广告的长期影响显示了 400万英镑的广告投资如何产生 3.78亿英镑的经济储蓄，每投资 1 英镑就有 15 英镑的广告回报。2001 到 2007年，爱尔兰的跨境运动利用心理技术来冲击和编码情感记忆，影响安全带佩戴的决定，在安全带佩戴率方面取得了显著的飞跃, 减少了 1132 人的死亡和严重受伤，没有安全带。该运动将北爱尔兰的安全带磨损从英国的最低水平提高到最高水平，使爱尔兰共和国的后安全带磨损翻了两番，并导致 2008年的道路死亡人数创下历史最低水平: 北爱尔兰 107，爱尔兰共和国 279。我们在北爱尔兰和爱尔兰共和国进行的最新 2009 次影响因素调查显示，在整个爱尔兰岛, 电视道路安全广告被认为是拯救爱尔兰公路生命的最有影响力的因素。在北爱尔兰 52% 和爱尔兰共和国 55%，这两个人口的代表性样本都表示，电视道路安全广告在拯救爱尔兰公路上的生命方面非常有影响力。Millward Brown 的独立研究比较了公众认为在拯救道路上的生命方面非常有影响力的所有因素。道路安全电视广告被认为是 NI 和 ROI 拯救生命的最有影响力的因素，其次是警察执法、法院处罚和道路交通法。在北爱尔兰, 总共有 86% 的成年人认为能源部道路安全广告在拯救生命方面很有影响力，在爱尔兰共和国，总共有 80% 的成年人认为所有的道路安全广告在拯救生命

损害: 安全带广告的长期影响

案例简介：Seatbelt wearing rates in both Northern Ireland and the Republic of Ireland have historically been lower than their nearest neighbour, Great Britain, producing higher rates of road carnage. The challenge was to increase seatbelt compliance and thereby reduce road carnage with a consequent reduction in both its human tragedy and its economic cost to the taxpayer. The Longer Term Effects of Seatbelts Advertising shows how a £4 million advertising investment produced a £378 million economic saving, isolating an advertising payback of £15 for every £1 invested. Using psychological techniques to shock and encode emotional memory, influencing seatbelt wearing decisions, the cross-border campaign in Ireland, 2001 to 2007, achieved significant leaps in seatbelt wearing rates, with a reduction in death and serious injuries without seatbelts of 1132 people. The campaign moved Northern Irelands seatbelt wearing from the lowest to the highest in the UK, quadrupled rear seatbelt wearing in the Republic of Ireland and contributed to the lowest road death toll on record in 2008: 107 in Northern Ireland and 279 in the Republic of Ireland. Our latest 2009 influential factors surveys in both Northern Ireland and the Republic of Ireland reveal that, across the island of Ireland, TV Road safety advertising is perceived as the most influential factor in saving lives on Irelands roads. In Northern Ireland 52% and in the Republic of Ireland 55% of a representative sample of both populations stated that TV Road Safety Advertising was very influential in saving lives on Irelands roads. Independent research by Millward Brown compares all the factors perceived by the public as very influential in saving lives on the roads. Road safety TV ads are perceived as the most influential factors in saving lives in both NI and ROI, followed by police enforcement, penalties imposed by courts and road traffic laws. In Northern Ireland, an aggregated total of 86% of adults believe that DOE road safety ads are very influential in saving lives and in the Irish Republic an aggregated total of 80% of adults believe all road safety ads are very influential in saving lives