Reduce misuse 1-1-2
Brief
Communicate that children who call 1-1-2 for a laugh can be immediately traced and will be charged.
Strategy
Research suggests that 65% of all 1-1-2 emergency calls are hoax, made in particular by children between the ages of 10 and 12. Using a new tracing system, the emergency call centre can see the exact location from which the call was made and the owner of the phone. So calling 112 for a laugh is actually pretty stupid.
Concept
We put an overlay on the popular kids sites Spel.nl and Nickelodeon.nl. You see a mobile on which 112 has been keyed in with the question "Do you think it’s funny to ring 112 for a laugh?" and the options ‘Yes’ or ‘No’. Choose ‘Yes’ and a motorbike smashes through the screen and SWAT team members come down on ropes from above the screen with the message that ringing 112 for a laugh isn’t funny. Choose “No’ and the back doors of a van fly open out of the banner and sitting in the back is a SWAT team, who then compliment you on not ringing 112.
Results
The campaign was covered by, amongst others, the popular kid’s programme ZZAP!, NOS Journaal (the Dutch broadcasting company’s flagship news), RTL Nieuws (a major commercial news programme), and various blogs and other media.