2014 Winners & Shortlists

Results and Effectiveness

5000 stickers in distributed to parents through schools, nurseries and clinics. 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

‘Baby on Board’ signs placed at the rear window on a car are usually meant to encourage safe driving. We turned these signs into pay it forward messages. Instead of the usual message, we created special ‘Buckled Up Baby on Board’ car signs to encourage other parents to belt up their children. We then distributed them to all parents with car seats to display these while driving. Leading schools and nurseries with young children helped distribute the stickers. We even distributed the stickers to new parents through clinics and parent groups.

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 how could we spread the word in a compelling yet cost-effective way ? 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? What if there was a way Buckled up children themselves could pay forward the message to other parents?