An innovative approach to engaging young road users in road safety messaging is paying dividends for the Eastern Bay Road Safety programme.
The first in a series of online videos launched as part of the #Don'tJimiThat campaign has proven to be a smash hit with Facebook users, receiving over 100,000 views since being launched on April 1.
Jimi Jackson.
The clip - fronted by kiwi comedian and internet sensation Jimi Jackson - has also been shared more than 500 times and has resulted in 200 new ‘likes' for the Eastern Bay Road Safety Programme's Facebook page.
Whakatane District Council community services manager Paula Chapman says the video performed strongly from the outset, but went 'crazy” when the Auckland-based entertainer, who now has over 350,000 Facebook followers, posted the video on his own page.
'We posted the video on our page and it received around 11,000 views and 70 shares in the first 7 days, which we were really pleased with.
'Jimi then posted the video on his page, and a week later his post had attracted 100,000 views and 500 shares, which is amazing coverage for both the programme and the key road safety messaging embedded within the campaign.”
Paula says they couldn't have picked a better identity to front the youth-focused campaign.
'Our Facebook metrics are showing that the age group engaging most with the campaign are 18-24 year olds, which is exactly the age group we are trying to target.
'I think we can attribute this considerable early success to Jimi's ability to create content that resonates strongly with that age group and captures their attention,” she says. 'With his help, we have been able to deliver a very important message to an audience that has traditionally proved challenging to engage in road safety campaigns.”
The second video in the #Don'tJimiThat campaign is scheduled to be released next month. The videos can be found on the Eastern Bay Road Safety Programme Facebook page - facebook.com/road.safety.eastern.bay
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