RAC WA installs ‘key lines’ in car parking spaces to remind parents to keep their car keys with them
RAC Western Australia has replaced car park lines with a pattern of keys, reminding parents to take their car keys with them to prevent children getting locked in cars.
The initiative comes as heightened car security has made it easier for children to lock themselves in the car, and harder for roadside assistance to break in and rescue them.
Western Australia experiences more than 400 cases of children locked inside cars each year.
RAC patrolman, Ray Farrugia, said on a typical Australian summer day, the temperature inside a parked car can be 20 to 30 degrees hotter than the outside temperature, which can restrict blood flow to the brain and leave some children with permanent brain damage.
The message ‘Keep your keys on you’ is positioned on the key lines so that it appears where the driver’s door opens.
‘Key Lines’ was developed by Wunderman Thompson, which is also behind the accompanying campaign that will run across radio, TV, digital, OOH and social media.
Simon Langley, national chief creative officer at Wunderman Thompson, said: “RAC has always made it their mission to do whatever they can for the better of the WA community. Key Lines is a smart, simple solution to a complicated problem. They have the power to change people’s behaviour in the very moment they’re needed most.”
John Griffiths, general manager of motoring at RAC, said: “Parents think it won’t happen to them, but our lives are so busy, and it’s so easily done. The easiest way to keep your children safe is to keep your keys on you. It’s that simple! The aim of our campaign is to drive awareness and conversation around such a serious issue.”
The ‘Key Lines’ have appeared at two shopping centres in Perth, with plans to roll out throughout the city.
General manager of shopping centres at Hawaiian, Scott Greenwood, said: “Customer safety is of the utmost importance to Hawaiian and we are pleased to support this very important campaign to reduce the incidents of kids and pets locked in cars. The key lines in designated car parking bays at Hawaiian Shopping Centres is a visual reminder for our shoppers to keep their keys on them and prevent the distress of accidentally locking a precious child or dog in the car.”
Credits
Wunderman Thompson
Simon Langley, National Chief Creative Officer
Angela Morris, National Chief Strategy Officer
Joe Hawkins, Creative Director
Lochie Newham, Creative
Jack Elliott, Creative
Nicole Beer, Senior Producer
Doni Savvides, Partner
Tammy Hackett, Engagement Lead
Farah Alias, Engagement Manager
Kate Gibson, Engagement Manager
RAC Roadside Assistance
John Griffiths, General Manager – Motoring
Emily Bray, Senior Marketing Manager – Motoring
Emma Gray, Marketing Manager – Projects & Support
Production Company: Alucinor Productions
Director, Dean Butler
DP, Shane Piggott
