A brand with a meaningful purpose than just selling itself is the one that finds place in the heart of consumers. One such purpose-driven brand is Hyundai Motor India, which started the Road Safety campaign #BeTheBetterGuy in 2016, aimed at creating a positive change in the society and inspiring people to adhere to traffic rules. Ahead of the Road Safety week, starting January 11, the automobile brand has launched Phase III of the campaign.
The campaign is a part of ‘Safe Move’, one of the key pillars of Hyundai Motor Group’s long-term road-safety CSR initiative across the globe. The ‘Safe Move — #BeTheBetterGuy’ campaign in India focuses on spreading awareness about the importance of road safety to bring about a significant behavioural change among the masses.
Puneet Anand, Senior GM and Group Head, Marketing, said, “The core objective is to sensitise people to drive safely and adopt safe driving habits for the safety of others as well.”
As part of the campaign, the brand has launched a film that features Hyundai’s corporate brand ambassador Shah Rukh Khan and draws attention to critical issues pertaining to road safety such as under age driving, don’t drink and drive, usage of mobile phone, speeding and violation of traffic signals.
The film is largely being promoted on social media platforms Facebook, Twitter, Youtube and Instagram and on many automobile portals.
Apart from the film, Hyundai undertook a lot of on-ground activities to connect with audiences directly and make them aware about road safety. The brand also organised School Contact programme aimed at young children and Mall Contact Programmes aimed at families.
Commenting on the challenges associated in the execution of the campaign, Anand said, “The biggest challenge lies in sensitising the people on the issues around road safety and influence them to bring about a positive change in their attitude to adopt safe driving practices. As these social messages do make an impact to a great extent, however we are trying to spread the message that road safety begins with each of us following our part. If every individual adheres to traffic norms, our roads will be much safer.”
In the last three phases of the campaign, Hyundai Motor India Foundation has reached out to over 243,000 students in 392 schools, 120,000 families in 29 malls and over 23,000 residents through 146 Resident Welfare Associations (RWAs).
Phase I and II of Road Safety Campaign #BeTheBetterGuy garnered over 3.84 million views in 2016 and over 17 million in 2017.