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  • SUB CATEGORY :
    INTEGRATED PR CAMPAIGN
  • ENTRANT COMPANY :
    TBWA, SYDNEY
  • TITLE :
    R PLATES
  • BRAND :
    R PLATES
  • ADVERTISER :
    MYCAR TYRE & AUTO
  • AGENCY :
    TBWA\SYDNEY, SYDNEY
  • CHIEF EXECUTIVE OFFICER :
    PAUL BRADBURY
  • MANAGING DIRECTOR :
    TANYA VRAGALIS
  • CHIEF CREATIVE OFFICER :
    EVAN ROBERTS
  • EXECUTIVE CREATIVE DIRECTOR :
    KATRINA ALVAREZ-JARRATT/RUSS TUCKER
  • CREATIVE DIRECTOR :
    BEC JOHNSON POND/JAMES SEXTON
  • ART DIRECTOR :
    SIMON HAYES/ANDREW TORRISI
  • COPYWRITER :
    HENRY WALL
  • EXECUTIVE PRODUCER :
    LISA BROWN
  • AGENCY PRODUCER :
    LISA BROWN/NEVILE GOTLA/JONATHAN PITCHER
  • DESIGNER :
    BONNIE NGUYEN
  • CLIENT SERVICE DIRECTOR :
    VANESSA DI BLASIO
  • ACCOUNT MANAGER :
    MADIE FINCH
  • STRATEGIC PLANNING DIRECTOR :
    WYLIE FOWLER/MATT MORAN
  • MEDIA AGENCY :
    HEARTS & SCIENCE, SYDNEY
  • PR AGENCY :
    ELEVEN PR, SYDNEY/FLEISHMANHILLARD, SYDNEY
  • PR DIRECTOR :
    CLAIRE MALLMANN-VERLANDER
  • PR MANAGER :
    JAMES MURRAY
  • PR SPECIALIST :
    NIAMH HAMILL/ELLA MUELLER
  • SOCIAL MEDIA MANAGER :
    ERIN BRIZGA/JAMES VIDIGAL
  • FILM PRODUCTION COMPANY :
    SOUNDREL FILMS, SYDNEY/BOLT, SYDNEY
  • DIRECTOR :
    LUCY KNOX (SOUNDREL)
  • EXECUTIVE PRODUCER :
    ADRIAN SHAPIRO
  • FILM PRODUCER :
    RENEE NADIN
  • PR FILM :
    LACHLAN FRENCH (BOLT)/MATT CREIGHTON (BOLT)
  • POST-PRODUCTION COMPANY :
    ARC EDIT, SYDNEY/BOLT, SYDNEY
  • EDITOR :
    KENT HAU (BOLT)
  • SOUND DESIGNER :
    BEAU SILVESTER (BOLT)
  • MIXER :
    BEAU SILVESTER
  • PHOTOGRAPHER :
    SEAN IZZARD
  • CAMPAIGN SUMMARY :
    Background
    There’s never been so much discussion about our mental health. But in Australia there was one place where we weren’t talking about the psychological impact of an accident or incident. The road.
    Few other automotive companies had considered the issue, so mycar Tyre & Auto – with its brand platform ‘people first’ – was perfectly positioned to lead the conversation.
    Insight
    There were two problems at play. People weren’t acknowledging or seeking help for the psychological trauma that they were suffering after a road incident; and when they did return, other drivers had no idea they were still experiencing it.
    Idea
    In Australia when you’re learning to drive you place ‘L’ (for learner) Plates on your car – what if we could create a plate for drivers returning after trauma? ‘R’ (Return) Plates – a plate to recognise drivers returning to the road after a traumatic incident.
    For the first time, drivers returning to the road could show others what was going on inside.
    The idea was launched in earned media, creating a conversation about the way drivers treat others on the road, with people joining in the discussion on social media platforms.
    Paid media played a supporting role and was designed to raise awareness of the unspoken psychological impact that millions of Australians face every day and to normalise the issue.
    QR codes on the R Plate connected drivers with links to psychological support services, making help available at any time and providing access to the science behind road trauma recovery.
    Within 48 hours we had run out of plates, and started a conversation about how we treat those suffering with mental health issues on our roads, shifting perceptions and encouraging empathy towards other drivers.
  • THE BRIEF :
    Conversations about mental health were happening everywhere, but as a nation we were unaware of the huge section of society suffering from mental health issues arising from incidents on the road.
    This was happening in part because the physical injuries were more obvious, leading to the psychological impact being deprioritised by healthcare professionals. We also knew only 16% of those impacted by a road incident would seek psychological help.
    As one of Australia's leading auto providers, mycar Tyre & Auto recognised few other automotive companies had considered the impact of trauma on road users, and mycar’s brand platform ‘people first’ perfectly positioned them to be the first to talk about people’s mental health on the road.
  • THE STRATEGY :
    Launching in the run-up to World Mental Health Day on 10 October 2022 we secured multiple exclusives across leading TV, online, print and radio media as well as broadcast news.
    Designed to fuel conversation, we supplied media with long-form film where real people spoke of their experience of trauma on the road and the impact on their mental health, as well as their first perceptions of the R Plate, with one talent asking if the plate would ‘put a target on your back’. By showing both sides of the conversation we opened up discussion and encouraged people to share their opinions.
    The conversation rapidly moved from broadcast into social channels, and led to interactive polls, organic debate and proactive content creation from social media influencers all discussing the impact the plate could have.
    Road trauma expert, Dr Jason Thompson* added credibility to a complex issue. “It is a huge burden that Australia carries, it's an issue we can do something about and this campaign is a great start."
    *Dr Jason Thompson – Registered psychologist, Road Trauma specialist and Associate Professor of Design at the University of Melbourne, Australia.
  • THE EXECUTION :
    The R Plate achieves two things; pointing out a problem that had been ignored, and encouraging those suffering to come to terms with their trauma.
    The physical plate communicates the issue in real time where it matters, on the road.
    Supporting elements of the campaign raise awareness of the unspoken psychological impact that millions of Australians face every day.
    The PR launch was supported with emotional film showing how it feels to return to the road, while long-form films of real stories demonstrated how the problem is widespread.
    Broadcast and online film, paid social and digital media pushed people to the mycar website – where they could learn more about the psychological impact of road trauma, explore real stories, download their own plate and seek professional help.
    The conversation that happened was arguably more important than the plate itself, exposing bullying behaviours on the road and shining a light on unspoken trauma.
    The R Plate didn’t just create a cultural moment for the mycar brand, it asked people to consider their attitudes and behaviours with other road users and encouraged a more empathetic response to those returning to the road, ultimately demonstrating ‘people first’ in a very real way.
  • THE RESULT :
    R Plates inspired 522 pieces of coverage with a reach of 239 million, hitting every person in Australia nine times.
    The campaign sparked a national conversation and social and earned sentiment was 79.2% positive, 20.2% neutral and less than 1% negative.
    On TikTok alone, dozens of UGC posts attracted nearly 5 million views with a 10.9% engagement rate.
    mycar website traffic was up 56%, and the R Plates available for order ran out in the first 48 hours.
    Australia's leading insurer and leading car sales platforms have shown support, and following the initial launch, we have engaged leaders across the industry to publicly support R Plates.
    In addition, 26% of Australians say that the plate would have helped them as they returned to the road after an incident.*
    R plates not only created a cultural moment for mycar, demonstrating ‘People first’ in a very real way, it shone the light on a societal problem that’s seldom spoken about and goes largely unseen.
    * 26% of Australians say having a physical sign or plate on their car when returning to the road would help them feel more supported (mycar – Pureprofile; August 2022)
  • URL 1 :
    https://www.awardlook.com/rplates
  • URL 2 :
    https://www.mycar.com.au/rplates