ANCAP’s new advertising campaign is calling on all Australians to choose safety.
Launching nationally this week, a series of campaign advertisements are being rolled out to remind Australians to stop, think about, and check the ANCAP safety rating of their car or that of a family member, loved one, or friend.
“There are many in the community that are aware of ANCAP safety ratings – what they are, and where to look for them. There are, however, those that aren’t as familiar, nor have vehicle purchasing decisions front-of-mind,” ANCAP chief executive Carla Hoorweg says.
“We know from our research that in some households, the decision-making around which car they should buy is based on brand familiarity, or in many cases left to the ‘other half’ in the relationship that ‘knows more about cars’. For some, the only decision they need to make when looking to buy a new car is the colour it should be.”
“With this new campaign, we want to reach people at important life stages. Having their first baby, caring for their first grandchild, buying their first EV; or heading out on a first date.”
“These stages in people’s lives are important milestones and ones where safety really should be front-of-mind. The trigger for change during these periods is heightened and presents the perfect opportunity for safety to be injected into the conversation,” she says.
The campaign will air across free TV and broadcast streaming services, social media, and print.
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