Warning for Seniors
Customer: Latvijas Dzelzceļš
Work: ATL, BTL, Case study
The older, the smarter – seniors don’t listen to anyone’s advice. The two exceptions are their children and doctors. This insight was used to reduce accidents on railways caused by elderly people, who also were the victims in those accidents. The key was to get them to undergo a health evaluation, and thus, an evaluation of their own abilities.
Results – 70% of audience promised to be more careful around the railways. And at least 30% kept their promise – this is the size of the reduction in accidents.