awareness campaign
the issue:
Although 73% of Canadians knew there was a national emergency alerting system in place to potentially save lives, only 14% knew the name Alert Ready.
the truth:
Research confirmed that a barrage of sounds hit Canadians every day and because of this, none were really noticed or acted upon.
the idea:
Showcase everyday people sharing stories of potential disasters saved by the alert. Play the sound for audiences to hear during the stories being told in order to tie the specific Alert Ready sound with a positive outcome. All audiences needed to remember was the sound, the 3 words: Stop. Listen. Respond, and the name.
the approach:
We had to get our message through to Canadians on what action to take when an emergency arrises. We also had to create a way to bring the Alert Ready sound and name to the forefront and align it in the minds of our target Canadians with a need for urgent action. Alert Ready needed to “own the sound of the alert”. We would Employ the powerful sound of the alert to disrupt and breakthrough. We used emotion and memorable content to draw a direct correlation to the sound and the desired action.
the results:
69% increase in sound recall with the public vs. pre campaign – a 71% increase in unaided awareness.
Overall, the campaign generated 165 million impressions, and over 100,000 clicks to the website.
The video was viewed digitally 10.2 million times, of which, 6.6 million views were played until completion (the best metric of interest)
