2014 Winners & Shortlists

The Campaign

To ensure that all our children are as safe as possible on the road, the Supreme Council of Health and Maersk Oil launched the first Child Car Seat campaign in Qatar. The Child Car Seat Initiative aimed to educate parents about the benefits of installing child car seats for the safety and well-being of their children. CHILD CAR SEATS CAN REDUCE FATAL INJURY BY 71% FOR INFANTS AND BY 54% FOR TODDLERS.

Success of the Campaign

The campaign attracted a lot of media attention and was widely featured on TV, as well as in newspapers and on popular online sites. Besides the distribution of 7000 free child car seats and social media competitions where people could win car seats, the message itself had a perception-changing impact on Qatar's population.

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

The child car seat initiative was named 'Every Child Needs A Car Seat' and was launched in all major press outlets, and on TV and radio. The TV commercial and press ads directed the public to our social media channels, i.e. Facebook and Twitter. PR played an important role as well, by communicating the distribution of 7000 free child car seats to newborns at the country's national hospital, Hamad Hospital.