|VeiligheidNL (Consumer Safety Association), "The Label Lottery"||29-03494-PR|
Agency (city): LEMZ
Creative Director(s): Bram Tervoort, Chester de Vries
Copywriter(s): Daniel te Lindert, Chester de Vries
Art Director(s): Bram Tervoort
Agency Producer(s): Laura Bremerkamp
3D & Design: INDG
Do you read the labels on your household chemicals? No you don’t. Just like most of us don’t. And that’s how 6,000 people end up in the hospital each year with painful injuries.
So we came up with a sneaky plan. We went to the store and bought a large stock of household chemicals. Then we changed the original labels by adding an extra closing sentence: "Congratulations! By reading this label, you just won EUR 1,000!"
Then we waited for 4 weeks. Not a single winner called in.
Time to send out our press release. The fact that people could now win 1,000 euro, simply by reading the labels, on household chemicals they’d already bought, caused quite a stir. It even made the 8 o'clock evening news.
Thanks to the campaign 1 in 4 Dutch people now carefully follow the safety instructions on their household chemicals.
Increase the number of people reading the labels on household chemicals in order to decrease the number of injuries related to the wrong application of household chemicals.