Have a Hmmm

VMLY&R tasked me with delivering the concept, art direction, design, and studio production for this expansive and ongoing behaviour change campaign for the ACC. The campaign received a bronze at Effie Aotearoa and the Excellence Award for Public Sector Marketing Strategy at the TVNZ Marketing Awards.

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Client

ACC for VMLY&R

Year

2021

Services

Creative Concept

Art Direction

Graphic Design

Convincing people to stop and think before they do something dumb

ACC records approximately 2 million injury claims annually, with about 90% deemed preventable. In a proactive effort to reduce injuries and their repercussions, ACC adopted a transformative prevention approach.

Our team discovered that individuals exhibit greater care when they recognise that an injury extends beyond personal impact. Through various channels, we communicated the importance of 'Having a Hmmm'—encouraging people to consider the broader consequences of their injuries on others, resulting in a decreased likelihood of self-harm and harm to loved ones.

Results indicate the success of our approach in altering behaviour. Over half of the campaign audience reports taking preventative measures, with a majority reflecting on the impact of their actions and pausing before engaging in risky behaviours. 'Having a Hmmm' has proven effective in conveying the message that by considering the impact on others, individuals can reduce the likelihood of self-inflicted injuries.