After Quake ‘Double Take’ campaign wins at Axis Advertising Awards
The Earthquake Commission (EQC) understands those moments just after a quake, when you swear to yourself that you’ll get onto making the home safer for everyone - this time.
EQC’s After Quake ‘Double Take’ advertising campaign(external link), which uses these moments to inspire preparedness in the home, has won five awards at the New Zealand Axis Awards(external link).
(external link)Developed by advertising agency VMLY&R(external link) as part of EQC’s Public Education work stream and staring New Zealand actor and comedian Josh Thomson, the campaign focuses on parents with dependents, knowing that a primary motivation for taking preparedness action is to protect loved ones from harm.
Since the campaign launched in July 2021, adverts have gone live within 48 hours of four earthquakes and run for one to two weeks after, provided no widespread damage has occurred. A vital part of the campaign is the use of GeoNet data to determine where the intensity of an earthquake has been greatest. Areas that have felt a quake most strongly are then delivered the campaign’s messages, in the hope that the recent experience of the quake will help spur people into action.
Chief Resilience and Research Officer, Dr Jo Horrocks says we’re extremely grateful for the support of VMLY&R in developing creative and innovative ways to inspire actions that will make our homes and whānau safer for earthquakes.
“Reflecting those under-the-table pledges back to people after real quakes have been important reminders for many to get on to getting prepared. We’re thankful for partners who are just as committed as we are to getting these vital messages out to the public. It’s also great to see these important messages recognised,” says Dr Horrocks.
The New Zealand Axis Awards, held on Thursday 17 March, celebrated the best work written, produced, developed and managed locally from the past year of advertising.
The After Quake ‘Double Take’ advertising campaign won:
- Gold in the Use Of Data In Digital category;
- Silver in the Creative Use of Data in Direct category,
- Bronze in the Direct Digital and Direct Campaign categories;
- Bronze in the Creative Use of Media – Integrated category.
You can check out the adverts on EQC’s YouTube channel(external link).