| Brand | ROADS AND TRANSPORT AUTHORITY, DUBAI |
| Product/Service | BUCKLE UP YOUR KIDS BEFORE YOU TAKE THEIR CHILDHOOD AWAY. |
| Entrant | SAATCHI & SAATCHI Dubai, UNITED ARAB EMIRATES |
| Category | Fundraising, Charities, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness |
| Entrant Company: | SAATCHI & SAATCHI Dubai, UNITED ARAB EMIRATES |
| DM/Advertising Agency: | SAATCHI & SAATCHI Dubai, UNITED ARAB EMIRATES |
The Brief
The brief was to cut down the number of children involved in fatal crashes on the roads in the UAE.
The target audience was drivers with children loose in the car.
Creative Execution
Kids love toys, parents need to realise how serious seatbelts are. Therefore the creative was perfect, attention-grabbing for the kid and hard-hitting for the parents.
Obviously it's a highly appropriate campaign for the Roads Transport Authority.
Describe the creative solution to the brief/objective.
Given our target market and brief we only handed out destroyed toy cars to driver at petrol stations who had unbuckled kids in their vehicle. Petrol stations were chosen as they are the perfect place to change behaviour, when the car is stopped and we can locate and advise irresponsible parents. Roughly 80 percent of recipients buckled their kids up on the spot.
Results
Roughly 80 percent of recipients buckled their kids up on the spot.
Credits
| Carl Lundqvist |
Saatchi & Saatchi |
Senior Art Director |
| Neil Walker-Wells |
Saatchi & Saatchi |
Associate Creative Director |
| Sion Scott-Wilson |
Saatchi & Saatchi |
Executive Creative Director |
| Hema Patel |
Saatchi & Saatchi |
Account Manager |
| Asha Balan Van Veen |
Saatchi & Saatchi |
Group Account Director |
| Major Steadman |
Saatchi & Saatchi |
Digital Director |