Meriam. S Fahmy Group leader, Creatives, Media planning, Copy, ResearchAmeera Abdeen Head of Creatives, Copy, ResearchLujain Hefni Creatives, ResearchYara Al Nisani Creatives, ResearchSara Al Uraifi Media Planning, ResearchMaha Hneidi Media Planning, Copy, ResearchAnas Tayim Media Planning, ResearchAlaa Annab ResearchSawsan Haji Copy Editor, Research
Roots Agency: Our team is unique for being diverse in many ways. We are diverse in ethnical background, creative mindset, and talents. We are even more unique by combining our diversity in a way that produces highly creative ideas and solutions for our clients. We let our different roots be our inspiration. Our slogan: the base of creativity. Anas Alaa Sawsan Yara Amira Meiram Maha Sara Lujain
Executive SummaryThis campaign addresses a critical issue concerning accidents. Through the striking and catchy scene of ourchildren’s safety on the road. An advertising campaign campaign we will be able to influence parents’ attitudeson this matter being its first of its kind in UAE has and perceptions to secure their children properly in thesignificant potential to succeed and achieve its goals car.effectively among its target population. Through ourprimary and secondary research we were able to identify After accurately planning the strategy, Roots Agency hasthe segment of population we want to send o decided to run this campaign through a pulsing mediaur message to; married Arabs and non-Arabs, age 20- strategy, with a given budget utilizing both traditional and44, residing in UAE. below the line media that will maximize the campaign’s effectiveness in the minimal cost possible. Our aim isCurrently, a significant portion of UAE population, 80%, to reach a minimum of 85% from our target audience.does not secure their children correctly in the car. Our For married Arabs age (20-44) we want to reach themresearch showed a common attitude and perception through a GRP of (2461.6) and an average frequency oftowards child safety restraints, which mostly involves (28.96) , as for married non-Arabs age (20-44) we wantcarelessness and lack of awareness among parents. to reach them through a GRP of (2168.25) and frequency of (25.51). with a given budget ofDue to these facts, a strong persuasive communication AED1,000,000 from September 2011 to June 2012.message has to reach our target audience effectivelyand efficiently. Our big idea stands for “It’s In Our Handsto Bring it Down” which leads to our project’s name:Campaign 63. The number 63 represents the percentage of children deaths in UAE due to traffic
Section 1:Campaign OverviewProblem StatementClient: Our client is the Roads and Transport Authority (RTA).Current situation:v Child Car safety poses a highly significant issue that lacks the attention of the public from one side and the legislative sector on the other.v Traffic accidents caused 63% of child deaths in UAE last year only.v Parents are placing their children on their laps while driving, keeping them in the car alone unsupervised, letting them stand up in the moon roof and stick their heads from the side windows.v There is one law in UAE regarding child safety which requires all children under the age of 11 to be seated in the back seat. Section 1: Campaign Overview and ObjectivesOur Purpose:v RTA has previously showed initiative in various different occurrences towards raising awareness on this matter among the public through low-scale promotional activities.v A higher scale approach needs to be taken immediately to raise awareness and change parents’ attitude toward this critical problem. 1
What if?If serious action is not taken toward solving the issue of child car safety:v Children will continue to die violently in traffic accidents and fatality rates will only grow to tragic extents.v The impact extends to affecting the economy because children are the most important investment for the future of this country.v RTA will continue to face horrible traffic accidents, which eventually will affect the UAE’s humanitarian role towards its people.Take the Opportunity:v RTA with its wide popularity and leading reputation has a great opportunity in influencing attitudes and actually changing behavior.v Continuing the efforts that has been previously done in promotional activities and public relation strategies, an advertising campaign would complete the task of educating parents, mature their awareness on child car safety and push them to take action towards properly restraining their children in the car.Communication Objectives Section 1: Campaign Overview and Objectivesv Create awareness among our target audience about the dangers of unrestrained children on the road.v Raise awareness on the common mistakes parents do that threats their child’s safety in the car, and the fatal risk it puts their child in.v Change attitudes and behavior of parents toward child car safety, a long term objective. 2
Section 2:Situational AnalysisTraffic accidents involving children increase each year in UAE. This is a result of leaving children locked in cars and leaving themunrestrained, either by seat belts or by children car seats. Thus an advertising campaign will be held from September 2011-June2012 for RTA. The campaign’s objective is to promote child car safety and thus aims to raise awareness and change people’sperceptions and attitudes towards this critical problem.Statisticsv Traffic accidents accounted for 63% of children death in the UAE.v 189 youngsters were found locked in vehicles in Dubai in the first half of 2010.v Fewer than 2% of children in the country are properly restrained in cars.v Only 20% of the population in the UAE uses proper safety restraints, including seat belts and child seats, for their children.v Studies have shown that up to 83% of belted and restrained children remain uninjured in accidents.The message here is, parents are the advocates of children. They are the ones responsible for their children’s safety. Hence,for these statistics to be subject to change, the attitudes of the society about children’s safety in the car must mature. Parents Section 2: Situational Analysisshould recognize the risks they put their children in every time they fail to strap them properly. 3
Secondary ResearchGlobal CampaignsCountry Campaign Campaign IdeaToronto Toronto Child Safety Coalition’s Cam- The main message is “Don’t let your paign (2010) next drive be your child’s last.” It aims to ensure parents to install children car seats correctly.UK wide Good Egg in Child seat Safety Cam- Their aim was to ensure children are paign (2009) properly restrained while travelling in vehicles.USA Kids and Cars Safety Campaign (2003) The main message is “Never leave your kids alone in cars.” It aims at informing parents about the dangers of leaving kids alone in cars.Texas National Child Passenger Safety Week. It aims at informing parents that child “Buckle Them Right” (2010) car seats and booster seats save their child’s life when installed correctly.USA First Statewide Seatbelt and Booster It aims strengthening children’s and Seat Education Campaign parent’s commitment to use belts and Section 2: Situational Analysis booster seats on a daily basis. 4
Regional CampaignsCountry Campaign Campaign IdeaQatar Car Seat Safety Campaign 2008 The aim was to make drivers and families aware of child safety issues.Oman Oman National Child Safety Campaign The aim was to increase awareness on the usage of child car seatsLocal CampaignsCountry Campaign Campaign IdeaUAE Chevrolet’s Buckle Up Campaign The aim was to educate and train maternity nurses and mothers on the safety of newborn babies in cars. The Study of Epidemiology & Child Inju- Their aim was to introduce and enforce ries Prevention in the UAE (2010) child safety restraints and effective traffic measures in and around schools. Safe Kids UAE Campaign (1999) Their goal was to educate children, new mothers, and school staff on general child injury prevention and provide safety tips. Buckle Up Safe Kids Campaigns (2008) Their aim was to advise and instruct parents on child passenger safety as Section 2: Situational Analysis well as raising awareness. Stay Alert, Stay Alive Road Safety Cam- Their aim was to reduce infant death paign (2010) rate by increasing the use of seatbelts and appropriate child restraints. 5
Country Campaign Campaign IdeaUAE, Dubai Safe Kids Buckle Up Campaign Their aim was to raise awareness and educate the public about issues concerning child passenger safety by encouraging parents to use child car seats and educating them on the dangers of improper child restraints. Child Injury Prevention Strategy (2010) Their aim was to reduce the amount of children’s death on the road within the UAE. Campaigns by Traffic Department Their aim was to raise awareness among children and parents about safe driving habits and traffic rules.Primary ResearchPrimary research in the form of focus groups, interviews and surveys was conducted to dig deeper into the issue.SurveysThe surveys questioned the target’s awareness on issues such as the importance of using a child car seat and how theycurrently go about their child’s safety in the car.v The answers collected from 240 randomly distributed surveys are: Section 2: Situational Analysis v 16% were not sure. v 33% do not use car seats. v 79% were aware of the different car v v 30% of parents let their children sit in the front seat. 26% let their children sit on their laps. seats. 6 v 68% of the sample own car seats. v 87% are aware that child car seats are safer than holding v 26% leave their children in cars alone their children. v 29% allow their children to look out the v 51% were not aware of the policy for child traffic safety. moon roof or window while driving.
The top ranked reasons for not using child car seats:Please refer to the appendix for detailed descriptions regarding these statistics.Interviews:Results have shown that there are two major factors as to why parents in the UAE are unaware or negligent towards child car Section 2: Situational Analysissafety:v Lack of laws. 7v Inappropriate attitude developed by their cultural background.
Section 3:Target AudienceConsumer Analysis (Insight):Parents should recognize the risk they are putting their children in when they fail to strap them. Thus parents are the ones whomostly face situations with their children in cars and they are the ones who are responsible for the ways their children should berestrained.Geographicsv Parents living in UAEDemographicsv Males and Femalesv Arab and Non- Arab parentsv 20 – 44 years of age.Psychographicsv Parents workers and non-workers.v Those who are always on the go, who would always be taking the car to go out run an errand or finish a task. Section 3: Target Audiencev This would lead them to ignore installing a child car seat; since it takes some time, because they don’t fully comprehendv its importance to their child’s safety. Their child is their priority. They care about their children and their wellbeing. They want the best for them and their 8 safety; when they know about it.
Section 4:SWOT AnalysisStrengths Weaknessesv Child safety at all times and places is the center of v Low level of co-operation between stakeholders in UAE parents’ attention and concern. and schools/parents in recognizing the importance of child car safety.v This campaign is the first above the line advertising campaign in UAE. v Limited budget for such an important cause; needs more financial support to expand its effectiveness.Opportunites Threatsv Parents showed a receptive attitude for concerns v Parent’s attitudes are not changed easily because they towards their child’s car safety. believe that holding them on their own is safer.v Police assistance of promoting child seat laws v Parent’s ignorance and unawareness regarding child car safety due to lack of laws.v Strong co-operation with schools and hospitals to spread the message. v Low cultural education for parents and children. v Parents are unaware of the magnitude of the problem. 9 Wrong perceptions about different car seats range for Section 4: SWOT Analysis v different weights and heights. v Child resistance towards being seated in a car seat. v Wrong car seat installation.
Section 5:Advertising StrategyObjectivesv To create awareness among our target audience about the dangers of unrestrained children on the road.v To persuade our audience to use proper restraints for their children in the carv To create responsibility among our audience through awareness of consequences.v To take immediate action and start using child car seats for children ages 0 to 10.v We want parents to adopt the right attitude about child safety on road.Big Idea“It’s in your hands to bring it down”. The big idea is based on the statistics of child deaths in the UAE, which in-creased dramatically in 2010 due to traffic accidents. The audience needs to be informed that it is in their hand to protect heirchildren and reduce the number. Section 5: Advertising StrategySlogan“Buckle up your little ones”. The slogan is consistent with the big idea for the audience to protect their children. 10Hence, it calls to action for the parents to keep their children safe and buckled.
LogoThe campaigns logo is a yellow circle with a black seatbelt inside which resembles a warning sign. On the other hand, theblack seatbelt works as a reminder of the call to action, which is “buckle up”. The color yellow attracts attention and it evokesthe sense of optimism and carefulness; it is also a color that is usually associated with traffic signsCreative Executionsv The number: 63% of all the children deaths within the UAE were due to traffic accidents in the year 2010.v Headline: Attention grabber and works as a warning. The headline reminds the audience that if they were not careful Section 5: Advertising Strategyv enough their children could be a part of these statistics. The color: Orange is associated with ambition and a new dawn for attitudes to change. 11
TV ad Storyboard 14Section 5: Advertising Strategy
Radio* BACK GROUND MUSIC* - Requiem for a DreamNarrator:15, 28, 32, 46, 59, 63Narrator: 63% of all children deaths are caused by traffic accidents. Don’t turn your child to numbers, Buckle up your littleones. Visit our website Campaign63.comOut of Home Section 5: Advertising Strategy 15
Section 6:Media StrategyCampaign period: September 2011 - June 2012Total campaign budget: Given: AED 1,000,000Used campaign budget: AED 997,250Geography: The market of our campaign is UAE; however we will be mainly focusing on Dubai, Sharjah, and Abu Dhabi dueto the high population density; hence the relevance of the issue.Media ObjectivesOur objective is to reach a minimum of 85% from our target audience, which we have segmented to married Arabs andmarried non-Arabs. For married Arabs age (20-44) we want to reach them through a GRP of (2461.6) and an average frequency of (28.96) , as for married non-Arabs age (20-44) we want to reach them through a GRP of (2168.25) andfrequency of (25.51). We are going to accomplish this throughout campaign period of 10 months.Scheduling: Pulsing 17 Section 6: Media Strategy
DILO WeekdaysTime Period Activities Media Touch Points6:00 – 7:00 Wake up, have breakfast Print/Digital7:00 – 8:00 Going to work/dropping chil- Radio/OOH dren to school8:00 – 13:00 At work Digital13:00 – 15:00 Lunch Break/Drive out for Digital/Radio/OOH lunch15:00 – 18:00 Back to work Digital18:00 – 19:00 Drive back home Radio/OOH19:00 – 22:00 Home TV/Digital/PrintAfter 22:00 Sleep WeekendsTime Period Activities Media Touch Points9:00 – 11:00 Wake up, shower, have Print /TV/Digital breakfast11:00 – 14:00 Home TV/Digital/Print14:00 – 16:00 Lunch at home or out TV/OOH/Radio16:00 – 17:00 Go out /driving Radio/OOH/Digital 18 Section 6: Media Strategy17:00 – 22:00 Parks, malls, beach, family OOH/Radio/Digital/cinema gatherings22:00 – 23:00 Drive back home OOH/Radio23:00 – 1:00 Home TV/Digital/PrintAfter 1:00 Sleep
Media ChannelsNewspapers overview:Newspapers are one of the media channels to reach our specific target audience since it has a strong local emphasis andsense of immediacy. Thus, newspapers work as an important factor to reach our target audience. Also, newspapers have astrong local emphasis and this helps us as we are launching our campaign in UAE only.We chose three media vehicles, one for Arabs (Al Khaleej) and one for non-Arabs (Gulf News).Married Arabs (age 20-44):Al Khaleej newspaper has the highest reach (49.19) between the other newspapers.Married Non-Arabs (age 20-44):We picked Gulf News due to the highest reach (47.34) among the other newspapers.Television overview:TV is an effective medium as it plays a major part in the target audience’s day. It has a strong personal impact on ouraudience as it is a story telling medium and uses both sound and visual aids. It is also a flexible medium because we canadvertise at any time of the day and it permits control of how long the advertisements are, where they’re placed, and whatcontent should be used. The TV medium vehicles that we chose are Dubai TV and AsiaNet Middle East.Married Arabs (age 20-44): 20The reason behind this is that Dubai TV has the highest reach (24.48) among the Arabic channels. Section 6: Media StrategyRadio overview:Radio is a relatively cost-efficient medium and so it allows us to allocate our budget wisely. Also, it has a wide variety ofaudience-specific channels and programs which allows us to customize our message. Radio has a mobility characteristic thatincreases its use, though it is considered as a background medium.
We chose two media vehicles, one for Arabs (Al Rabia) and one for non-Arabs (Radio 4).Married Arabs (age 20-44):The reason behind our choice is that Al-Rabia has a very high reach (22.81).Married Non-Arabs (age 20-44):We chose that due to the high reach for Radio 4 (41.22)Online overview:Online advertising has a very high reach and allows high composition coverage. Our target audience uses the internet heavilyand they are always connected to the internet. Also, online advertising enhances consumer/product or service relationship andinteractivity. Finally, online advertising is measurable and so it helps us track our target audience.1. Social Networks:For online advertising social networks were used for its high usage, immediate feedback and interactivity. UAE has the highestnumber of social networks users among the Middle East. Both Facebook and Twitter will be used as in an interactive platformand a way to communicate with our target audience. Thus, feedback would be easily collected. v Twitter and Facebook v Blogs: LinkedIn and Blogger.com A page was created for the campaign “Campaign 63” which includes the campaign overview, information about thecampaign’s objectives, the advertisements used and a link to the campaigns website. It also allows the audience to askquestions, comment and give feedback. 21 Section 6: Media Strategy2. GoogleThe search engine is used to link the campaign’s website and suggest it when searching for specific key terms such as“child+safety” , “child+car”, “car+car seat”and “ car+safety”. This is done through the sponsored search tool.
Section 7:Below the Line StrategyGuerrilla Marketing “63%” is an enlarged 3D format to add emphasis on the percentage of childrens’ deaths caused by traffic accidents. This is placed on: v A bridge banner was placed on Emirates Road. v A bridge banner was placed on Sheikh Zayed Road. Section 7: Below the Line Strategy 22 v A bridge banner was placed on Al Wehda Road.
RecommendationsCross Merchandising Johnson and Johnson’s Shampoo will be used for cross branding, the shampoo will be a limited edition “white container with black and yellow text” the shampoo will be available for 10 months throughout the campaign period. Section 7: Below the Line Strategy 23
Section 9:Budget DistributionBudget Distribution: 25 Section 9: Budget Distribution
Section 10:EvaluationPre- Evaluation:v 98% of children in UAE were not properly restrained in the car.v 33% of our sample did not use car seats.v 29% of our sample population was putting their child’s safety at risk by letting them stand in the moon roof.v Attitudes toward child car seats among our sample population were showing a sign of ignorance, carelessness, and lack of awareness of its importance. The following pie chart illustrates the reasons parents gave for not using a child car seat:Post Evaluation: 26v Run a post-campaign evaluation to preview its effectiveness among our target audience. Section 10: Evaluationv Survey people among our target audience to measure their new level of awareness about the issue.v Ask strategic questions that illustrate the change in attitude that have occurred after the campaign.v Measure the increase in child car seats usage.v Some of the tools to conduct post campaign evaluation: counting the traffic on our campaign’s website and looking at sales figures for child car seats.
Section A: Surveys & ChartsCHILD SAFETY IN TRAFFIC SURVEYWe, the students of American University of Sharjah, are conducting this survey as part of our research for the Child Safety inTraffic campaign. All responses to this survey are anonymous and would be kept confidential. We appreciate your honesty.1. From the options below, please tick the situation(s) that you face with your child (more than one answer is fine):[Does not sit in a child car seat] [Stands in moon roof] [Sits in the front seat] [Sits onparent’s lap] [Sticks head out of the window] [Drives below 11 years of age]2. Please mark your answer by ticking Yes / No / Unsure on the following statements:a. The UAE has policy(s) for child safety in traffic.[Yes] [No] [Unsure]b. Child car seat is important for my child’s safety.[Yes] [No] [Unsure]c. There are different car seats for different age groups of children.[Yes] [No] [Unsure]d. I have a car seat for my child.[Yes] [No] [Unsure]e. It occurred in the past that I have rushed to get something from the house/shop/etc while my child was waiting for me inthe car.[Yes] [No] [Unsure]f. I would open the back seat window/moon roof for my child while driving if someone is sitting next to them and holding 28 Section A: Surveys & Chartsthem tight.[Yes] [No] [Unsure]g. I consider myself a responsible parent when it comes to child safety in traffic.[Yes] [No] [Unsure]3. What do you think is safer for your child in the car:[Child car seat] [Have them seated on your lap] [Held by a nanny]
4. On a scale of 1 to 5, please identify, with a tick, the following reasons according to importance (1 being the most impor-tant and 5 being the least important): In your opinion, the reason why parents do not own/use a child car seat for their child isbecause: 1 2 3 4 5a. Expensive (costly)b. Did not know about it (lack of knowledge)c. Too many passengers in the card. Takes up spacee. Child resistancef. Do not approve of its safety5. Have you ever been in an accident with your child/children? [Yes / No], and were they buckled? [Yes / No]6. Does/Did your child suffer from any injuries due to a car accident?[Yes] [No]7. Please fill out the information below:Nationality: Age: Gender:Education level: [Private Tutoring] [High School] [College/University: Bachelor/Masters/PhD]Number of children: 29  [1-2] [3-4] [5-6] [7-8] [9-10] [11+] Section A: Surveys & ChartsAge(s) of your child/children:[1-2] [3-5] [6-8] [9-11] [above 11 years]Age when you had your first child:[16-20] [21-25] [26-30] [31-35] [36-40] [Over 40]
Section B: Creative WorkTVVideoOpening Shot AudioThe number 63 appears for a second thenblurs and fades away Music: Requiem for a dream low Police siren and talkiesCamera fades in on a crash scene showingbroken glass and a crashed car old moviestyle and fades outScene changes and camera focuses on achild’s toy thrown between the glass. A handappears to remove the toy. Scene changes 33from old movie style to normal then fades out Section B: Creative Work Police siren and walkies stopCamera zooms in on the toy being placed in a Music gets more dramatic andwhite room and blurs to fade out. higher
Video AudioCamera moves from the toy to show otherchildren’s belongings placed next to eachother.Camera moves along the toys fast and zooms The music ends with theout fast to show the number 63 formed from a number appearing thenlot of toys next to each there. fades and continues slowlyScreen turns to black and copy appears. Narrator: 63% of all children deaths are caused by traffic accidents. 34Headline and Slogan Appear Narrator: Don’t turn your chld to your numbers. Buckle up your Section B: Creative Work little ones.
References(n.d.). Retrieved March 19, 2011, from www.rasgas.com: http://www.rasgas.com/files/articles/RG22_26_27%20CSR.pdf(2008, December 17 ). Retrieved March 18, 2011, from www.ameinfo.com: http://www.ameinfo.com/178926.htmlAnitsal, I., Anitsal, M. M., & Liska, K. (n.d.). Retrieved March 18, 2011, from www.aabri.com: http://www.aabri.com/manu-scripts/09262.pdfBabyshop’s ‘Child Safety’ campaign well-received. (2011, January 5). Retrieved March 18, 2011, from www.muscatdaily.com: http://www.muscatdaily.com/Archive/Stories-Files/Babyshop-s-Child-Safety-campaign-well-receivedKendall, J. P. (n.d.). Law & public Safety. Retrieved March 19, 2011, from www.co.stearns.mn.us: http://www.co.stearns.mn.us/LawPublicSafety/CommunityOutreach/KidsCarsSafetyCampaignRoad Safety GB. (n.d.). Retrieved March 18, 2011, from www.roadsafetygb.org.uk: http://www.roadsafetygb.org.uk/news/1426.htmlRoad Safety in the UAE . (n.d.). Retrieved March 18, 2011, from www.timeoutabudhabi.com: http://www.timeoutabudhabi. 38com/kids/features/8156-road-safety-in-the-uaeRoads & Transport Authority . (n.d.). Retrieved March 18, 2011, from www.rta.ae: http://www.rta.ae/wpsv5/wps/portal?SwitchToLatestLocale=trueSafe kids worldwide. (n.d.). Retrieved March 18, 2011, from www.safekids.org: http://www.safekids.org/worldwide/where-we-work/united-arab-emirates/Think. (n.d.). Retrieved March 18, 2011, from think.direct.gov.uk: http://think.direct.gov.uk/index.htmlTXDOT Launches “Buckle Them Right” Campaign During Child Passenger Safety Week . (2010, September 20). RetrievedMarch 18, 2011, from www.myharlingennews.com: http://www.myharlingennews.com/?p=14517