Have a hmmm
Around 90 percent of injuries are preventable. ACC set out to reduce that figure through an ongoing national behaviour-change campaign.
HOOF founder and creative director Erik Hay worked with VMLY&R on the concept, art direction, design and studio production. The idea focused on encouraging people to pause before taking risks and consider the effect of a serious injury on the people they care about.
Having a hmmm became nation-wide shorthand for stop, think and make safer choices. Rolled out across multiple channels, it led to measurable shifts in behaviour.
The campaign received a Bronze at Effie Aotearoa and the Excellence Award for Public Sector Marketing Strategy at the TVNZ Marketing Awards.
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