EE
Home Safe
Credits
Junior Creative
Hemi Patel
Senior Creatives
Myself & Neil Ritchie
ECD
Will John
The brief
In the UK 97% of women aged 18-24 have experienced street harassment, so what happens when the thing they rely on to find their way home safe doesn’t work? Running out of mobile data makes the situation worse; leaving them even more vulnerable when planning a route home.
The Idea
Project Home Safe is the first connected route home, with a combination of digital OOH and street projections pulling in live data, designed to help students in Manchester get home safely when they’re out-out and out of data.
The execution
From 10pm to 3am, we took over DOOH billboards in Manchester city center and, using real time data, created the first ever connected route home. Project Home Safe created a route home, from club to door. Pulling in live mobile data to give digital billboards the same functionality of a phone.
The result
Our connected route home helped 500,000 safer journeys home and reached 2.1 million 18-24 year olds in Manchester. It also drove positive behavior change: 41% said they’d now have a conversation with their friends about getting home safely after a night out. With a third saying they would reference the campaign, and a quarter would now trust EE more to get them home.
The idea won Gold at the Ocean Outdoor Competition, unlocking £100k of free media. The execution attracted national press coverage, Gold at The Drum Awards for Innovation in OOH, Campaign Tech Awards Best Use of Tech in OOH, and was one of Campaign’s top 5 uses of digital innovation for the year.