The One Show
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Category
Innovation & Transformation / Innovation in Integrated
Annual ID
OS23_IG059M
About the Work
R Plates started a discussion about mental health on the road. A discussion that began with a product and spread across paid owned and earned -including television, online film, banner ads, radio.
All social all elements led to the brand website with ecommerce features where plates are available for order. Plates placed on the rear of a vehicle in turn become small format out-of-home.
Every aspect of the campaign targeted different mindsets encompassing; awareness of the issue, encouragement to seek help, and empathy for those suffering.
Conversations about mental health were happening everywhere, but as a nation we were willfully ignoring a huge section of society; those 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 health care professionals. Only 16% of those impacted by a road incident would seek psychological help.
As one of Australia's leading automotive providers, mycar Tyre & Auto recognised few other Automotive companies had considered the impact of trauma on road users, their brand platform ‘people first’ perfectly positioned them to be the first to talk about mental health on the road.
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 could show others what was going on inside.
The R plate achieves two things simultaneously; pointing out a problem that had been otherwise ignored in society and encouraging those who had suffered to seek help to overcome their trauma.
The physical plate communicates the issue in real time where it matters, on the road. Each plate has a QR code, connecting drivers with psychological support wherever they need it.
The campaign ecosystem targeted different mindsets to break down barriers about mental health on the road and to change driver behaviour.
All social all elements led to the brand website with ecommerce features where plates are available for order. Plates placed on the rear of a vehicle in turn become small format out-of-home.
Every aspect of the campaign targeted different mindsets encompassing; awareness of the issue, encouragement to seek help, and empathy for those suffering.
Conversations about mental health were happening everywhere, but as a nation we were willfully ignoring a huge section of society; those 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 health care professionals. Only 16% of those impacted by a road incident would seek psychological help.
As one of Australia's leading automotive providers, mycar Tyre & Auto recognised few other Automotive companies had considered the impact of trauma on road users, their brand platform ‘people first’ perfectly positioned them to be the first to talk about mental health on the road.
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 could show others what was going on inside.
The R plate achieves two things simultaneously; pointing out a problem that had been otherwise ignored in society and encouraging those who had suffered to seek help to overcome their trauma.
The physical plate communicates the issue in real time where it matters, on the road. Each plate has a QR code, connecting drivers with psychological support wherever they need it.
The campaign ecosystem targeted different mindsets to break down barriers about mental health on the road and to change driver behaviour.
2023 Awards
Total Points: 3
Merit
Credits
Agency
TBWA\Sydney
PR / Marketing Agency
Eleven / Sydney
FleishmanHillard / Sydney
Art Director
Andrew Torrisi
Simon Hayes
Copywriter
Henry Wall
Chief Creative Officer
Evan Roberts
Creative Director
James Sexton
Designer
Chris Mawson
Digital Artist
Bonnie Nguyen
Director
Lachlan French
Editor
Kent Hau
Executive Creative Director
Katrina Alvarez-Jarratt
Russ Tucker
Executive Producer
Adrian Shapiro
Lisa Brown
Photographer
Sean Izzard
Producer
Jonathan Pritcher
Renee Nadin
Sound Designer
Beau Silvester
Strategist
Matt Moran
Wylie Fowler
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