Client: AIP Foundation
Spotlight Achievement: Corporate Purpose and Social Responsibility
Vietnamese people generally have a poor understanding of road safety. There is a lack of awareness of road safety as a public issue and a lack of understanding about how to avoid accidents. In fact, In Vietnam, “road accident” is among the top ten leading causes of premature death, which is far higher than lung cancer or HIV/AIDS. This campaign, consequently, aims to bring public awareness to this issue and inspire safer road behaviors.
Taking advantage of Tet, the annual time of family reunion and travel, the campaign associates road safety with Maslow’s Hierarchy of Needs, particularly social belonging, to educate the target audience about the consequences of road accidents, as well as how to avoid them, such as by wearing a quality helmet, driving a safe speed, and saying no to alcoholic beverages before getting on the road.
*Students are asked to choose an available brand in the industry for the assignment
