Almost everyone is a pedestrian at some point in time. In the past 5 years, nearly 1 in every 8 road fatalities across South Australia were pedestrians and most of these accidents were at fault of the pedestrian.
Puppet Ken Walker was the iconic face of the campaign and provided a quirky and humourous platform to educate pedestrians’ road safety behaviours – acknowledging that there are many different types of pedestrians and therefore many different road behaviour messages to address.
The campaign ran primarily through social media, offering the opportunity to be shared with friends organically. The "Walk This Way' video series was also uploaded to Facebook and YouTube over a 4 week period and was supported with regular Facebook and Twitter posts.
The campaign exceeded reach goals demonstrating that the content was highly engaging and shareable, and rising above predicted results based on a small advertising budget.
"Hi I'm Ken Walker. You look like the sort of person who crosses the road sometimes. No I'm not a mind reader! Statistically, 100% of people - maybe even more are pedestrians at some point in their lives, so what we're talking about affects the entire universe. It's time to... Walk this way!"