2014 Winners & Shortlists

Results and Effectiveness

We reached more than 1.2 million parents with kids in less than 4 weeks (Source: IPSOS Data) Free media worth $105,000 was delivered via the radio partnerships. We held 20 interactive sing along sessions. The song was also shared with 5,000 Buckle Up in the Back Facebook fans. Changing parents' attitude towards buckling up kids is a gradual process. However, the latest survey showed that parents are getting better at using child-safety with 15% parents now claiming to be buckling up kids at the back. (Source : The National/Al Aan TV)

Creative Execution

We knew that nursery rhymes are proven devices in teaching kids new skills and behaviors. Even parents are known to sing along rhymes to their children. We wrote and produced Buckle Up Song that could be crooned along the tune of 'If you are Happy and you know it' The buckle-up message was seamlessly woven into a tune which was already well-known. 7 radio presenters from 4 local stations joined the cause to record this 30 second rhyme. To ensure the message reaches parents at the right time, we placed the song as spots during the critical school-run slots when children are in the car. Spots were placed across 4 local radio stations for a period of 4 weeks. Instead of the latest chartbusters, commuters were greeted with our Buckle Up Song Simultaneously, we organized school visits to help spread the song through interactive sing-along sessions with children.

Insights, Strategy and the Idea

UAE has one of the highest road accident rates in the world. But what’s even more worrying is that the death rate among children in car accidents is three times the global average. The reason – only 5% of the children wear seatbelts* while travelling in the car seat as most parents think it is okay to ride with children in their laps. The Buckle Up in the Back campaign was designed to educate parents and children about the need for seat belts. But despite multiple educational drives, the message was not getting across. Research revealed that the real ‘moment of truth’ was in the car when parents needed to be reminded about belting up their children. But how do we catch their attention in this crucial time ? What if instead of being preachy we could make Buckling up fun ?