CHALLENGE New Zealand has one of the highest rates of driveway deaths. We needed to change driver behaviour to stop these tragedies. IDEA What’s the first thing you do before you get in the car? You pick up your keys. So we used them to create an emotional trigger. We gave parents a free photo keyring of their kids so they would check for them before starting the car. Parents could order online or visit pop-up photo booths to get one imme

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