Presentation for BKPMusic

1. Mohd Shahnawaz Road Safety Ambassador Non-Profit Road Safety Organization

2. Background Non-profit volunteer organization founded on May 2010. Named after “Suraya” fashion designing student passed away last year. Prevent accidents by changing attitudes of reckless drivers. We do it by spreading emotionally compelling messages via mass media.

4. $20 billion to the economy.

5. Most dead productive age group (18-30)

6. N.o of accidents are increasing every year.Extent of the Road Accidents?

7. Injury Deaths in 2009

8. Accident Images

9. Accident Images

10. Faces of the Tragedy ShahdaAbdurRauf, 10 (source: TheNational)

12. Tailgating

13. Talking on cell while driving

14. Disobeying traffic lawsCause of Road Accident? “The thinking that guides your intelligence (attitude) is much more important than how much intelligence you have” -David Scwartz

15. Causal Factors (2000)

16. Solutions “Be Alert and Stay Alive” “All those left behind” “Beware of Other People's Mistakes” “Take Care” Post-crash Logical One size fits ALL General media Where are the results? “Are YOU reckless?” Prevent crash Emotionally motivate (“sticky” messages) Segmented messages Focused media (radio) Measure results Past & Present Safety Campaign Proposed Safety Campaign “We are too busy mopping the floor to turn off the faucet” - Anon

17. Haddon Matrix Campaign Difference

18. “Emotionally compelling” From “Made to Stick” by Harvard researchers 10 years researching successful ads

19. Radio Script 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 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. Hindi, Arabic and English -------- Segmentation

20. How can BKP Help? BKP has largest radio studio in region Help us record our script We will have English, Arabic and Hindi Three versions of each language would be preferred (depending on airtime donations negotiated) After 6-8 months of airing it we will have a survey by after-market research group.

21. What’s in for BKP? “You can never solve a problem on the level on which it was created.” – Albert Einstein Publicity on radio, media mention and social media. Brand exposure for noble cause (logo on website, materials, radio) Brand exposure to government orgs like RTA. Think outside of the box & unleash creativity. Build Portfolio in Government & NGO sector. Inspire the employees for noble cause.

22. Are YOU Reckless Campaign Emotionally compel listeners to adopt safe driving Radio PSA ads Graphic ads Social Media After 6-8 months measure the efficacy

23. BIG Picture Void - No full time year round campaign in UAE or Gulf. Clueless -Government is trying shot gun approach. Simulation - This is case study or example of how a campaign should be run.

24. Questions? LET’s BEGIN ! Visit: www.SurayaFoundation.com Twitter: SurayaFound