RTA Slow Down Pledge
H&K created, developed and implemented the Slow Down Pledge initiative which was an online campaign, using the power of social marketing tools Facebook and Twitter, to call on young people to unite and take a stand against speeding by taking a pledge not to speed. The RTA SpeedBlitz Blues players championed the initiative which was launched on December 16 2009. Additionally, H&K developed a six month plan to continue growing the Slow Down Pledge movement while securing positive media coverage by utilising sponsorship assets and properties such as RTA SpeedBlitz Blues cricket matches, SpeedBlitz Expos and the RTA SpeedBlitz Blues On the Road Roadshow.
Social Media communication is proved extremely successful, with the Slow Down Pledge Facebook page recording 1,400 fans, 460 pledge takers, and more than 1,600 content interactions in the first few weeks with momentum building daily. The concept of the Slow Down Pledge secured coverage across all mediums including Ch 9, Ch 7, Ch 10 and Ch 9 Today Show. Grabs from NSW cricketer and Slow Down Pledge Ambassador Nathan Bracken were picked up throughout metro and regional radio networks. Editorial in metro papers including the Daily Telegraph, mX and Cumberland Courier Newspapers was also received.