Challenge:

The Middle East is one of the most dangerous places to drive. According to government stats, it's predicted that 220,000 accidents will occur in Qatar in 2015, resulting in 200 deaths. Whether it's cell phone distractions, speeding, overtaking, following too closely, stunt driving or not wearing a seatbelt, the excuses are endless, as are the fatalities.

 

Adding to the problem is that most road safety campaigns in the Middle East are ineffective. People race pass billboards that have little impact with drivers because they aren't compelling or engaging.

 

Idea:

Create an integrated campaign that communicates a clear and impactful message across multiple channels.

 

Result:

We started by addressing the three biggest issues in each of the ads and created a fully integrated campaign on print and digital.

The message was strong and the look and feel were consistent, ensuring that our campaign would be seen and recalled by all.

 

We used Social to start conversations about dangerous driving, giving both Qataris and expats an opportunity to express their POV's. Our campaign reignited the debate over unsafe driving and brought it into the forefront.