Motor Vehicle Insurance Limited (MVIL) is Papua New Guinea’s only motor vehicle insurance firm and in the past five years had, through their claims system, detected an alarming increase in motor-vehicle related fatalities and injuries to both motorists and roadside pedestrians. In an attempt to stem the number of motor vehicle accidents and consequent death and injuries, MVIL required a media-driven road safety education program that both deterred its country’s citizen’s and but held audience attention to enable the message to sink in.

STRATEGY

In partnership with Paul McCarthy Advertising UMM devised a campaign strategy that centred around the country’s major obsession: the game of Rugby League. Rugby League players are hero-worshipped in PNG and what more referent figure is there to instil a message in the hearts and minds than your hero? The rugby league – based public service campaign features leading NRL stars under the banner of Road Safety: It’s Not a Game and features on television, radio and print throughout the country.

AIMS

To create a compelling PR message that supported the aims of the Road Safety: It’s Not a Game public service campaign. Articles are produced weekly centering on a series of topics relevant to road safety. For example, drink driving, speeding and pedestrian safety-related articles. To generate debate and dialog throughout all tiers of the PNG community, from leading figures in authority to the general public. To become a catalyst for eventual change in motor vehicle accident statistics and an educator in correct roadside behaviour. To be a change agent for legislation regarding PNG law enforcement of motor-vehicle related offences.

WHAT WE ACHIEVED

The introduction of speed camera’s and breath testing units in PNG – the first in the country’s history a major catalyst of the campaign. Six months into the campaign, our articles and interview suggestions to television, radio and print media have propelled Road Safety: It’s Not a Game into one of the most visible and talked about public interest campaigns in the history of PNG. UMM has received constant blanket coverage on campaign-related themes in every form of media in PNG. Our PR work on the campaign also attracted the interest of ABC National News in Australia, which aired an extended feature story on the campaign in February. ABC Radio Australia also discussed the campaign and Radio Australia aired a story throughout Oceania in February.

MEDIA COVERAGE

Consistent coverage in every national paper in PNG. Consistent coverage in every national and many provincial radio stations throughout the country and consistent interviews with MVIL representatives on PNG National Television.