1. Targeted marketing campaigns Overview
WHY WILL THIS REDUCE INCIDENTS
A number of targeted campaigns are required to address the primary causes of incidents in the Tararua Ranges.
This solution will reduce incidents by increasing the awareness of the target audience. Specifically, it will address the importance of adequate planning and preparation for a trip into the Tararua Ranges.
The integrated campaigns could use a range of channels such as social media, radio, print and TV. Plus additional mechanisms that suit the specific target audiences. The integrated campaigns could focus on local (domestic) visitors to the Tararua Ranges, prioritising those who live in the Wellington Region. Further segmentation would allow the campaigns to focus on key age groups, such as those aged into their mid-20s. While the exact content has not been determined, a strong element of these campaigns would focus on clearly articulating the risks and how to successfully ensure participants can manage these through adequate planning, preparation and decision-making. Visual content and the key message will reinforce positive behaviours and role model appropriate clothing, equipment, weather and user actions/behaviours.
ISSUES WHICH THIS SOLUTION AIMS TO SUPPRESS » Lack of sufficient experience » Poor navigational skills » Overambitious choice of route » Took longer than expected » Unexpected night out STAGE OF THE PARTICIPANT JOURNEY
EASE OF IMPLEMENTATION EASY
MED
HARD
Above: Example of a related safety campaign targeting NZ youth aged into their mid-20s. NZ Transport Agency’s Road Safety Campaign - ‘Ghost Chips’
AGREED NEXT STEPS
We will not progress at this stage. There are other national campaigns that wil achieve the intended outcomes that this solution seeks to make.
Left: Tararua Ranges, L. Lassueur
NZ MOUNTAIN SAFETY COUNCIL | 2020
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