Cars meet monsters in BBDO Guerrero’s “Playstreet” campaign for safer streets
In the past, Filipino kids have grown up safely playing on the streets. But the sudden influx of vehicles and the lack of street signs and alerts have now resulted in over 35,000 children becoming victims of road accidents every year.
Johnson’s Baby has been advocating the importance of outdoor play in a child’s holistic development for many years. So BBDO Guerrero and Johnson’s Baby co-created Playstreet, a campaign that urges drivers to slow down and drive more safely on streets where children play.
This campaign launched in 2017 starting with on-ground activations in major malls and social posts where parents were invited to sign up their kids’ playstreets to be marked on Google Maps and Street View with monsters that are inspired by children’s drawings.
The campaign went into its second phase this year where an interactive map was launched which can be accessed on www.playstreet.ph on any device and can even be downloaded unto the Google Maps mobile app, so drivers can navigate using the map to drive safely around Playstreets.
The monsters were also brought to life on actual playstreets with 3D street murals that interact directly with drivers. This campaign was also supported by social media ads, PR coverage, and on-ground events. Most importantly, data gathered from this campaign was sent to local government officials and GPS app makers to appeal for more street signs and alerts.
J-anne Gaurino-Aruta, Senior Brand Activation Marketing Lead for Johnson’s Baby franchise, adds, “We continue to encourage more parents to work together to make every playstreet in the country a safe place for children to play.”
BBDO Guerrero Creative Chairman David Guerrero shares, “Our main goal for Playstreet is to make streets safer so that kids can play longer outdoors. And we are proud to be working on this important initiative.”