The Hello Project: The Light Is Still On.

For Aotearoa's 180,000 elderly, the difference between neighbours noticing the warning signs, & not - can be life & death. But due to the bystander effect most New Zealanders have, even the simplest of signs go unnoticed. We needed to break this cycle.
Agency: Stanley St

Introducing The Hello Project.

We launched a provocative awareness campaign to encourage kiwis to pick up the phone, knock on the door, or make a plan to know the signs - even as simple as a porch light still on during the day.

We used a single character Joan, an elderly lady, to represent New Zealand's older demographic. We covered the country via tv, OOH, digital, & radio, at the busiest time of the year, reinforcing that checking in sooner saves lives.

The campaign got massive attention and stuck a cord with New Zealanders. The audience started reacting faster to warning signs, NZ Police got an increase in welfare callouts, there was support from Fire & Emergency and Neighbourly. Plus the campaign gained over $1.1m in earned media, even reaching the national News.

The Hello Project ended up making Aotearoa stop and think about the bystander effect, the warning signs, and to act when you know you should.