The Hello Project
Warning signs are all around us if you look for them. For Aotearoa’s 180,000 elderly, the difference between neighbours noticing the warning signs, and not - can be life and death. The Waitapu Group wanted New Zealand to break the bystander effect, and to encourage Kiwis to start checking in on their elderly neighbours and loved ones after one of our own found their mum lying alone on the kitchen floor, she’d been there for 20 hours.
So, we partnered with Hato Hone St John to create a campaign that made New Zealand stop and think. We launched by asking New Zealanders to pick up the phone, and check if Joan an elderly lady, was okay. We then intercepted our audiences' daily routines with TV, OOH radio and digital, covering the country. And lastly, we armed New Zealand with a revolutionary calendar notification to remind them to check in.
The results were phenomenal with thousands of people calling in to check on Joan. The New Zealand Police received a significant increase of Welfare call outs, and offers of support were received from NZ Fire and Emergency, Hato Hone St John, NZ Police and Neighbourly. So, the next time our audience sees a warning sign, they’ll act. Fast.