The Monkeys and Accenture encourage car owners to check their airbags in ‘Don’t Die Wondering’ campaign

The Monkeys and Accenture have encouraged car owners to get their airbags checked following the news that two out of every seven vehicles made in Australia from 1999 have faulty Takata airbags.

Created for the Federal Chamber of Automotive Industries (FCAI), the ‘Don’t Die Wondering’ campaign aims to highlight the serious consequences which drives could incur if they don’t get their airbags checked.

The campaign directs drivers to a website built by Accenture Interactive where users are able to enter their vehicle registration number to check the safety status of their airbags.

Paul McMillan, CEO at The Monkeys Melbourne, said the campaign needed to provoke a sense of urgency which would result in action.

“Don’t Die Wondering is powerful because it walks this line, supported by a well-defined behaviour change strategy that made it easier to act.

“It’s one thing to communicate a safety message, but our idea was to help facilitate it; to make it quicker and easier to find out if your airbag is dangerous. Accenture Interactive helped us create the new VIN-to-registration technology that makes checking your vehicle a seamless process.”

The ad features different people driving down various roads with a hazard sign on their steering wheel.

Peter Brewer, communications manager of Federal Chamber of Automotive Industries, added: “This campaign generated a number of challenges, not the least of which was a requirement to be brought to market in a highly accelerated timeframe, with input from multiple key stakeholders. We believe it to be a powerful and provocative message to encourage as many people as possible to check whether their vehicle is affected by this recall.”

‘Don’t Die Wondering’ will roll out across radio, print, digital and TV.


  • FCAI
    Communications Manager: Peter Brewer
  • The Monkeys Melbourne
    Chief Creative Officer: Ant Keogh
    Head of Planning: Michael Derepas
    Head of Production: Romanca Mundrea
    Executive Creative Director: Grant Rutherford
    Group Content Director: Jaimee Kerr
    Content Director: Navin Arunasalam
    Planning Director: Gareth Evans
    Producer: Pip Heming
  • Art Director: Joseph Sibley
    Copywriter: Hugh Gurney
    Content Manager: Casey Nguyen
    Digital Designer: Jess Ramsey
    Designer: Renee Luri
  • Accenture Interactive
    Managing Director: Martyn Toney
    Architect: Suhel Anwar
    Scrum Master: Madeleine Muscat
    Creative Technologist: Lakruwan Pemasiri
    Lead Full Stack Developer: Lead Full Stack Developer
    Devops Engineer: Leezl Gonzales
    Analytics Lead: Geetu Mehta
  • Production Company
    The Sweetshop
    Exec Producer: Edward Pontifex
    Director: Joel Harmsworth
    Producer: Llew Griffith
    Post Production
    Offline: The Editors
    VFX and online: Blockhead
    Music & Sound: Song Zu
    Music Supervision: Ramesh Sathiah
    Music Arrangement: Song Zu, Nathan Cavaleri
    Sound Designer: Simon Kane & Abigail Sie
    Senior Producer: Lesley Chambers

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