Objectives

To promote road safety in India among school children and drive the initiative to save lives.

To leverage Robocar Poli, the campaign Mascot for Phase 1, to enthrall the young children with his moves and life-saving antics in communicating the importance of road safety.

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 highlighting their campaign positioning - #BeTheBetterGuy.

Children are the harbingers of change and will carry the baton of consciousness and awareness to the next level. So, the objective was to create an impact at an early age and thus allow them to become future responsible citizens and catalysts of change of the cause.

Engagement Objective & Scope

To develop a plan and recommend an extension to the successful safe move road safety campaign phase 1 in conformance with the CSR mandate.

To identify, evaluate, monitor and prepare a report on the complete program across all touchpoints and present the same after the activity every year.

To use Hyundai's available assets and create new ones including relevant communication to connect with the target audiences, especially children from 7 to 16 years of age.

To educate children about various day-to-day situations on the road that can result in serious fatalities.

To increase engagement with the children to maximize the impact of the project.

Project Execution

Reached the target kids and parents across multiple cities through a school contact program (SCP), Malls and residents welfare associations (RWAs) activation.

Initially, the target cities included Delhi, Mumbai, Ahmedabad, Kolkata, Chennai, Bangalore, Hyderabad, Cochin, Ludhiana, and Lucknow.

Children were made aware of over 16 common situations that could lead to fatalities.

100 Schools and 100 RWAs were targeted across the country in 2017. In the following years the campaign was also extended to high traffic Malls across 16 cities where children and their parents were both engaged.

Developed interesting edutainment content featuring the key messages, including:
A 7-minute English +Hindi safety song.
A signature step for kids to associate with the mascot that was created by renowned choreographer - Shiamak Davar.
A 3-minute storytelling audio script embedded with key messages on road safety was readied.

'TRuDO' , an extremely promising edutainment game was created to engage younger kids.

'TRoTTO' & 'TRactO' edutainment games were targeted for older children and various other impactful compositions were created that would ensure deep impact and behavioral change within the target audience.

Collaterals and merchandise for recall were created including printing the trudo game (traffic safety Ludo) behind examination boards and hundreds of thousands of live plant saplings were distributed in small cocopeat pots to teach children to nurture, appreciate life and be responsible.

In 2020, with the Onset of Covid, the campaign was re-energised to include not only traffic safety but 'Be COVID Safe' messaging.

The campaign was extended to Government schools and relevant content was created to engage with the students from these schools. One such asset developed was the 'Tota Kabootar ki Kahaani'- a nukkad naatak (street play) created to be enacted 3 times a day over 100 Government Schools, RWAs and entertainment complexes across 15 cities.

Results

Over 550,000 people have participated over 6 years so far from various residential areas, schools, and malls from over 16 cities. The campaign helped to create a positive change in society and inspired beneficiaries to adhere to traffic rules for their own safety and that of others on the road. A holistic campaign with films and live edutainment engagement is leaving tomorrow's generation well equipped with road discipline.

The solutions were curated in line with the brand's Safe Move Road Safety and Be COVID Safe Campaign.