2011 Winners & Shortlists

The Campaign

In an effort of help curb unsafe driving habits in the region, BMW Middle East wanted to run a compelling, visually engaging Corporate Social Responsibility campaign. The result was a concept that elevated a basic message into an emotionally-charged safety plea, focused on sensitive issues relating to the use of safety restraints and proper child seats. The campaign was based on strong visuals showing a very drastic and direct way, which can happen in a car accident when the driver and the passengers are not restrained: they go through the window. The campaign captures and freezes the second right before the victims actually go through the window.

Success of the Campaign

- More than 5,000 residents in the UAE community participated in the 2 awareness days held in Dubai and Abu Dhabi. - Winner of MEPRA Best CSR Campaign in 2011 - Silver at Dubai Award for Sustainable Transport

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

- Print Campaign in all major UAE newspapers - 30 sec radio spot - Public Awareness Days held at the Dubai Creek Park on Friday 09 April and on the Abu Dhabi Corniche on Friday 16 April, 2010 - More than 3,600 child booster seats distributed - Brochures, newsletter and SMS sent to 900,000 receivers