What problem did you address/are you addressing?
The launch of the National Reflector Day was driven partly by the knowledge of how reflectors is of vital importance for road safety and how the Danes can be much better to use reflectors. The aim of the campaign thus is that more Danes will wear reflectors.
What are your objectives?
- In Denmark, 36% use reflectors
- The use of a reflector will reduce the risk of being involved in an accident with up till 85%
- 23% of parents don’t provide their kids with reflectors – in 27% of the cases it is because the parents haven’t thought about it
How did you disseminate/are you disseminating results?
The National Reflector Day have created great interest among lifestyle media, financial media and news media with over 70 articles about the campaign. The media have covered the handout of reflectors, and the collaboration on the new reflector collection. Also media, which are a bit more unconventional for Codan, have covered the campaign. Among others Soundvenue (music magazine), Bitchslap Magazine (Contemporary Culture and Lifestyle magazine) and Euroman (Denmarks largest fashion magazine for men) have published articles about the new reflector line, and the reflector beanie is number one at preppybeast.coms October must have list. Not only printed media have been interested in the National Reflector Day. There have been several features in national and local broadcast.
How did you evaluate/are you evaluating the success of your action?
The awareness of the campaign among the Danish population has increased from 10% in 2014 to 35% in 2015.