|Subcategory||PR driven integrated campaign|
|Other agency||MRS GRUPA|
|Account director||Inga Jerzjukova|
|Account director||Marta Kaprāle|
|Creative director||Edijs Vucēns|
|Art director||Inta Brūniņa|
|PR Specialist||Līva Jēgere|
The number of senior railroad victims is increasing in Latvia. As almost all railroads are openly approachable, seniors need to rely on their senses in order to be safe, but instead they make risky choices and behave irresponsibly.
As the senior’s abilities are becoming weaker and they mostly listen to doctors or children, we used children as doctors to test their abilities and give a reality check.
Each media channel (TV, print, radio, web, event) was used to test senior’s abilities in sight, hearing and reaction and create awareness regarding their actual abilities around railroads.
More than 100 publications (earned media), coverage on national media and news portals. 450 real-life health inspections took place and some children started to challenge their grandparents at home. The TV spot was adapted in 7 countries and most importantly - the number of accidents in Latvia dropped by 30%.