Hyundai Motor India Foundation (HMIF), a philanthropic arm of Hyundai Motor India Limited, has conducted the ‘Safe Move Road Safety Campaign’ over the years to spread awareness about road safety through interactive engagement activities and highlight their campaign positioning – #BeTheBetterGuy.

Over 550,000 people participated from various residential areas, schools, and malls in from over 16 cities. The campaign helped to create a positive change in society and inspired people to adhere to traffic rules for their own safety and that of others on the road.

Objectives

HMIF was conducting the Road/Traffic Safety Campaign every year and it was important to test if there was any recall for their initiative. The program conducted in Schools, Malls and RWAs saw tremendous response and engagement at every level but if it actually created an impact, needed to be studied.

Scope of Work

To conduct an impact assessment in 3 cities, including Ludhiana, Ahmedabad and Chennai, across 25 schools where the program was already conducted in the last 2 years.

To bring about an improved awareness about traffic and road safety among children with better means to register the key messages.

To evaluate the learning on road safety and attitudes towards traffic safety.

Solutions

A detailed impact exercise was executed in the above schools with participation of maximum students who had attended the sessions in the previous years. Questionnaires and group discussions as tools were used.

Interaction with the participating teachers and their follow ups to the program was conducted. Recall was scientifically measured for each of the Safety messages.

Result

It was tabulated that over 70% of the target group did recall over 60% of the safety messages and more than half confirmed to practicing the same in their day to day lives. Nearly all the students took the messaging back home and shared with their family, staff and friends hence extending the coverage of the key safety messages and its impact at the grass roots.

New ideas & feedback uncovered during the study were used in the future programs to increase the impact on participating students.