Bkpmusic - Suraya Foundation

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Bkpmusic - Suraya Foundation

  1. 1. Mohd Shahnawaz <br />Road Safety Ambassador<br />Non-Profit Road Safety Organization<br />
  2. 2. Background<br />Non-profit volunteer organization founded on May 2010.<br />Named after “Suraya” fashion designing student passed away last year.<br />Prevent accidents by changing attitudes of reckless drivers.<br />We do it by spreading emotionally compelling messages via mass media.<br />
  3. 3. <ul><li>35 people die everyday in Gulf.
  4. 4. $20 billion to the economy.
  5. 5. Most dead productive age group (18-30)
  6. 6. N.o of accidents are increasing every year.</li></ul>Extent of the Road Accidents?<br />
  7. 7. Injury Deaths in 2009<br />
  8. 8. Accident Images<br />
  9. 9. Accident Images<br />
  10. 10. Faces of the Tragedy<br />ShahdaAbdurRauf, 10 (source: TheNational)<br />
  11. 11. 85% of accidents caused by recklessness drivers<br /><ul><li>Over speeding
  12. 12. Tailgating
  13. 13. Talking on cell while driving
  14. 14. Disobeying traffic laws</li></ul>Cause of Road Accident?<br />“The thinking that guides your intelligence (attitude) is much more important than how much intelligence you have” -David Scwartz<br />
  15. 15. Causal Factors (2000)<br />
  16. 16. Solutions<br />“Be Alert and Stay Alive” “All those left behind” “Beware of Other People's Mistakes” “Take Care”<br />Post-crash<br />Logical<br />One size fits ALL<br />General media<br />Where are the results?<br />“Are YOU reckless?”<br />Prevent crash<br />Emotionally motivate (“sticky” messages)<br />Segmented messages<br />Focused media (radio)<br />Measure results<br />Past & Present Safety Campaign<br />Proposed Safety Campaign<br />“We are too busy mopping the floor to turn off the faucet” - Anon<br />
  17. 17. Haddon Matrix Campaign Difference<br />
  18. 18. “Emotionally compelling”<br />From “Made to Stick” by Harvard researchers<br />10 years researching successful ads<br />
  19. 19. Radio Script<br />Husband: Hello! how are you doing, dear?Wife: I am fine. It's been long time since you called.Husband: Yeah I have been busy with work, driving work. Am running late. Have to be there in an hour. (sound: accelerating) How are my kids?Wife: They are here...Husband: Let me speak to them... ------------ Emotional**Tires screeching, loud crash, glass shattering sound** --------- Unexpected**Ambulance and police sirens sounds****Heart beating fast background sound**Husband (faint voice - pondering): I hope I can make out of this...Husband (faint voice): Who will look after my kids...**Heart beat slows down (background)**Husband (faint voice): I wish I would have driven carefully...**Heart stops beating ... Heart monitor tone of a “Flatline” Beeeeeep *decreasing to increasing volume**          Male Voice : 35 people die everyday due to reckless driving in Gulf -------- ConcreteMale Voice: Are you reckless? ------ SimpleMale Voice: A message from Suraya Foundation and BKP ------- Credible<br />Background - Many of the accidents occur due to over speeding, not keeping safe distance and road rage. Here is an Arab guy speeding and heading home on weekend.<br />Hindi, Arabic and English -------- Segmentation<br />
  20. 20. How can BKP Help?<br />BKP has largest radio studio in region<br />Help us record our script<br />We will have English, Arabic and Hindi<br />Three versions of each language would be preferred (depending on airtime donations negotiated)<br />After 6-8 months of airing it we will have a survey by after-market research group.<br />
  21. 21. What’s in for BKP?<br />“You can never solve a problem on the level on which it was created.” – Albert Einstein<br />Publicity on radio, media mention and social media.<br />Brand exposure for noble cause (logo on website, materials, radio)<br />Brand exposure to government orgs like RTA.<br />Think outside of the box & unleash creativity.<br />Build Portfolio in Government & NGO sector.<br />Inspire the employees for noble cause.<br />
  22. 22. Are YOU Reckless Campaign<br />Emotionally compel listeners to adopt safe driving<br />Radio PSA ads<br />Graphic ads<br />Social Media<br />After 6-8 months measure the efficacy<br />
  23. 23. BIG Picture<br />Void - No full time year round campaign in UAE or Gulf.<br />Clueless -Government is trying shot gun approach.<br />Simulation - This is case study or example of how a campaign should be run.<br />
  24. 24. Questions?<br /> LET’s BEGIN !<br />Visit: www.SurayaFoundation.com<br />Twitter: SurayaFound<br />

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