Summary
'We're not saving lives' is advertising's equivalent of 'it's not rocket science'; a cry for people to lighten-up and gain some perspective.
But in this case, we were saving lives and we needed the help of scientists, not rocket but behavioural and data scientists, to do it.
Faulty Takata airbags have been linked to 24 deaths and 266 injuries worldwide. A voluntary recall had captured 1.7M vehicles in 8 years. When car brands were given just 3 years to replace airbags in the remaining 1.6M vehicles, they needed a drastic new approach.
We created a campaign and world-first utility...