Changing behaviours saves lives. Our safer hunting campaign for Mountain Safety Council did just that. With an extremely limited budget, we achieved:

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Mountain Safety Council
Safer hunting campaign 2020

Every year, more than 40,000 people go duck hunting. The opening weekend of ‘duck season’ is a highlight in the calendar of many communities. 64% of game bird hunting injuries occur in May; with 40% of all injuries occurring during opening weekend. From 2004 to 2018 there were 180 firearms incidents. Each of these involved a hunter being injured (or killed) in a shotgun related incident. MSC aimed to reduce duck shooting season firearms incidents to zero.

A good day is up to you social ad
Your weekend Your responsibility social ad

So, how did we get duck hunters to behave safely every time they went out?

Our solution focused on creating behaviour change by “showing” our audience how their unsafe behaviours can impact their loved ones. This approach spoke to hunters and their family members who could encourage them to change. We used a two-pronged strategy that both ‘pushed’ and ‘pulled’ our audience. We teamed up with Mountain Safety Council to share an extremely emotive video showing a son questioning his father’s unsafe behaviour on the hunt. When dad doesn’t change his behaviour – the son leaves, and they are both left unhappy with the outcome.

The content was promoted through a range of channels which targeted our audience based on their interests and behaviours, overlaid with geo-targeting to areas that had experienced higher levels of seasonal firearms incidents.

The campaign ‘Let bad habits die, not your mates’ aligned with the marketing strategy which aims to:

  • Highlight issues with known safety behaviours
  • Stimulate an interest in the audience to encourage them to reflect on their own behaviour and attitude
  • Provide helpful information and tools for the audience to use and learn from.

A range of materials was also developed for stakeholders and partners to help them promote the campaign in their contextual environments (e.g. NZ Police social channels, partner retail outlets).


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