Design

Back off Radio

THE CHALLENGE

‘Back Off Radio’ is a road safety campaign aimed at reducing tailgating accidents by targeting motorists directly at the time when they’re committing the offense. As soon as a car starts tailgating by breaching the safety zone of the car in front, the driver of the offending vehicle receives a message directly through their cars audio system. Back Off Radio is a device fitted to the RTA Taxi fleet. Sensors mounted to the front and rear bumper are triggered when either the taxi or motorist drive to close to the car in front. This direct message is triggered when it is needed most and does not stop until the offending car increases the gap between the car in front of them.

THE SOLUTION

We installed devices across the RTA’s franchised taxi fleet, by partnering with the regions largest radio network, ARN we managed to get access to multiple channels targeting the broad demographic of the UAE from Westerners, Arabs and Asians alike. The campaign targeted drivers at the precise moment when they were causing the offence delivering our message when it was needed most. The campaign is ongoing and plans are being made to role the device out to public buses and school transport, which is all under the regulation of the Roads and Transport Authority.

THE RESULTS

The campaign not only raised awareness of the problem, it has actually started to change the behavior of taxi drivers and motorists across the Country. Taxi driver tailgating incidents fell from an average of 264 to 62 per day, resulting in a 426% reduction in tailgating occurrences. Recorded public motorist tailgating incidents fell from an average of 58 per day to 16, resulting in a 363% reduction in tailgating occurrences. Back off radio has successfully delivered 32 440 warning messages to date. This has lead to an overall reduction of tailgating related accidents of 14.8% in the first quarter of 2015. The story quickly spread and was a major talking point across all mediums – radio, news sites, motoring publications and major news channels. Creating 416 million media impressions generating over $1million of earned media spend.

Design

Handle on Hygiene

Lifebuoy has launched a shopper activation campaign in partnership with Geometry Global to highlight the dangers of bacteria found on supermarket shopping carts. Following global news hype and several university research pieces, including a study conducted by the University of Arizona about the dangerous types of bacteria found on grocery shopping cart handles, Lifebuoy and Geometry Global decided to deploy an on-ground activation awareness programme in Dubai to address this issue and provide a solution for shoppers. The activation saw the development of the Lifebuoy ‘Handle on Hygiene’, an innovation attached to shopping cart handles that – when swiped across – activated a sanitiser gel that kills 99.9 per cent of bacteria.

Design

THE AUTOCOMPLETE TRUTH

THE CHALLENGE

In today’s modern age, it’s almost unthinkable to consider gender inequality as a persisting issue. UN Women however, sees that despite decades of global advancement, discrimination against women is still rampant worldwide. We needed to lay this bare to audiences in both developed and developing societies, in the effort to reignite a conversation everyone thought was resolved. Using Google’s autocomplete function, fed by over 6 billion searches daily, we held up a mirror to the world and exposed the hidden truth on gender bias that still prevails today. The shocking search results became the faces of our integrated campaign, driving men and women to debate the topic on social media, TV talk shows, radio stations, blogs, PR summits and in classrooms worldwide. Through the campaign hashtag (#womenshould), we transformed the globe into one enormous UN forum for the people, paving the way for real change.

THE SOLUTION

We launched our campaign through Press & Outdoor, revealing for the first time the shocking results about women, which initiated people to join a global discussion on gender equality through our campaign hashtag (#womenshould). We then expanded the conversation through an online film, which contrasts the milestones of women over the last century with today’s search results. We seeded this film across news sites and blogs in various languages. We then collaborated with educational institutions around the world, inspiring debates as part of their curriculum. We then maximized exposure through key international PR events (2013 Global PR Summit), which further encouraged a debate on social media. Through an integrated PR strategy and impactful imagery, our message traveled far beyond the borders of print, transcending through multiple channels which all worked together to transform the world into one enormous UN forum for the people, with social media at the center of it all.

THE RESULTS

The Most Shared Ad of 2013 (Adweek). Social Good Campaign of 2013 (Ad Council). The campaign reached 1.2 Billion Global Impressions with over 224 Million Twitter Impressions. More than just mass media coverage in every continent (BBC, The Guardian, Time, Huffington Post, CNN, Times of India, Metro Sweden, Folha de Sao Paulo and countless more) it drove men and women to debate the topic on social media, TV shows, radio stations, blogs, PR summits and in classrooms worldwide, transforming established media channels into one collective forum for debate on gender equality. With a few simple facts, our integrated campaign made people rethink the state of gender equality today and helped put back the topic on the global agenda.