AUCKLAND, Today: Tucked away in the summer music scene, Red Frogs New Zealand unveils an OOH campaign for safer partying. This innovative initiative blends seamlessly with the festive atmosphere.
The Send it Safely campaign cleverly masquerades as festival posters, subtly imparting wisdom to the youth. This campaign, active nationwide since late December, integrates seamlessly with the festive vibe.
Originating in Australia in 1997 for ‘Schoolies’, Red Frogs has evolved into a global network. It offers a supportive presence in environments often dominated by alcohol and substance use, focusing on well-being and safety at festivals.
“There’s nothing wrong with a full send, as long as you look after yourself and others.”
Ray Thomson, the director of Red Frogs New Zealand, shares their proactive ethos: “We’re all about being proactive not reactive – the fence at the top of the cliff. This campaign cleverly communicates with our rangatahi before they attend events, significantly broadening our harm prevention reach.”
Each poster in the campaign is a tapestry of safety messages, designed around various festival scenarios. From advice for first-time attendees to handling challenging situations, the campaign covers a wide spectrum of safety tips.
Charlie Godinet, ECD at Daylight, praises the campaign’s ethos: “There’s nothing wrong with a full send, as long as you look after yourself and others. The Red Frogs crew are absolute legends for what they do, volunteering their time to ensure safe party times – mahi Daylight is proud to get behind.”
The presence of Red Frogs at music festivals and university orientation weeks is a testament to their commitment. Their message of safety and support resonates throughout these events, offering a safety net for attendees.
Supported by the Send it Safely campaign, Red Frogs’ activations aim to make a lasting impact. The campaign reinforces the message of care and vigilance during these high-energy events.
This strategic move by Red Frogs New Zealand redefines the festival experience, merging celebration with a strong message of safety and community care. Their innovative approach ensures that the spirit of festivity is enjoyed responsibly.
CREDITS
Client: Red Frogs New Zealand
Creative Studio: Daylight
Illustration: Daylight
Media: Jolt, Phantom and Shout.
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