2. Meriam. S Fahmy Group leader, Creatives, Media planning, Copy, Research
Ameera Abdeen Head of Creatives, Copy, Research
Lujain Hefni Creatives, Research
Yara Al Nisani Creatives, Research
Sara Al Uraifi Media Planning, Research
Maha Hneidi Media Planning, Copy, Research
Anas Tayim Media Planning, Research
Alaa Annab Research
Sawsan Haji Copy Editor, Research
3. 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
4.
5. Executive Summary
This campaign addresses a critical issue concerning accidents. Through the striking and catchy scene of our
children’s safety on the road. An advertising campaign campaign we will be able to influence parents’ attitudes
on this matter being its first of its kind in UAE has and perceptions to secure their children properly in the
significant potential to succeed and achieve its goals car.
effectively among its target population. Through our
primary and secondary research we were able to identify After accurately planning the strategy, Roots Agency has
the segment of population we want to send o decided to run this campaign through a pulsing media
ur message to; married Arabs and non-Arabs, age 20- strategy, with a given budget utilizing both traditional and
44, residing in UAE. below the line media that will maximize the campaign’s
effectiveness in the minimal cost possible. Our aim is
Currently, 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 them
research showed a common attitude and perception through a GRP of (2461.6) and an average frequency of
towards child safety restraints, which mostly involves (28.96) , as for married non-Arabs age (20-44) we want
carelessness and lack of awareness among parents. to reach them through a GRP of (2168.25) and
frequency of (25.51). with a given budget of
Due to these facts, a strong persuasive communication AED1,000,000 from September 2011 to June 2012.
message has to reach our target audience effectively
and efficiently. Our big idea stands for “It’s In Our Hands
to 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
6.
7. Table of Contents
Roots Agency X
Executive Summary IV
Campaign Overview and Objectives ............................................................... 1
Situational Analysis ............................................................... 3
.Company Analysis
.Statistics
.Research Insights
Target Audience ............................................................... 8
SWOT Analysis ............................................................... 9
Advertising Strategy ............................................................... 10
.Objectives
.Creative Strategy
.Big Idea
.Slogan
.Logo
.Creative Execution
Media Strategy ............................................................... 17
-Media Objectives
.DILO
.Media Mix Charts
.Media Channels
Below The Line Strategy ............................................................... 22
.Guerilla Marketing
.Recommendations
Flow Chart ............................................................... 24
Budget Distribution ............................................................... 25
Evaluation ............................................................... 26
Appendix ............................................................... 27
8. Section 1:
Campaign Overview
Problem Statement
Client: 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 Objectives
Our 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
9. 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 Objectives
v 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
10. Section 2:
Situational Analysis
Traffic accidents involving children increase each year in UAE. This is a result of leaving children locked in cars and leaving them
unrestrained, either by seat belts or by children car seats. Thus an advertising campaign will be held from September 2011-June
2012 for RTA. The campaign’s objective is to promote child car safety and thus aims to raise awareness and change people’s
perceptions and attitudes towards this critical problem.
Statistics
v 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 Analysis
should recognize the risks they put their children in every time they fail to strap them properly.
3
11. Secondary Research
Global Campaigns
Country Campaign Campaign Idea
Toronto 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
12. Regional Campaigns
Country Campaign Campaign Idea
Qatar 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 seats
Local Campaigns
Country Campaign Campaign Idea
UAE 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
13. Country Campaign Campaign Idea
UAE, 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 Research
Primary research in the form of focus groups, interviews and surveys was conducted to dig deeper into the issue.
Surveys
The surveys questioned the target’s awareness on issues such as the importance of using a child car seat and how they
currently 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.
14. 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 Analysis
safety:
v Lack of laws. 7
v Inappropriate attitude developed by their cultural background.
15. Section 3:
Target Audience
Consumer Analysis (Insight):
Parents should recognize the risk they are putting their children in when they fail to strap them. Thus parents are the ones who
mostly face situations with their children in cars and they are the ones who are responsible for the ways their children should be
restrained.
Geographics
v Parents living in UAE
Demographics
v Males and Females
v Arab and Non- Arab parents
v 20 – 44 years of age.
Psychographics
v 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 Audience
v This would lead them to ignore installing a child car seat; since it takes some time, because they don’t fully comprehend
v
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.
16. Section 4:
SWOT Analysis
Strengths Weaknesses
v 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 Threats
v 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.
17. Section 5:
Advertising Strategy
Objectives
v 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 car
v 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 heir
children and reduce the number.
Section 5: Advertising Strategy
Slogan
“Buckle up your little ones”. The slogan is consistent with the big idea for the audience to protect their children.
10
Hence, it calls to action for the parents to keep their children safe and buckled.
18. Logo
The campaigns logo is a yellow circle with a black seatbelt inside which resembles a warning sign. On the other hand, the
black seatbelt works as a reminder of the call to action, which is “buckle up”. The color yellow attracts attention and it evokes
the sense of optimism and carefulness; it is also a color that is usually associated with traffic signs
Creative Executions
v 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 Strategy
v
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
22. Radio
* BACK GROUND MUSIC* - Requiem for a Dream
Narrator:15, 28, 32, 46, 59, 63
Narrator: 63% of all children deaths are caused by traffic accidents. Don’t turn your child to numbers, Buckle up your little
ones. Visit our website Campaign63.com
Out of Home
Section 5: Advertising Strategy
15
24. Section 6:
Media Strategy
Campaign period: September 2011 - June 2012
Total campaign budget: Given: AED 1,000,000
Used campaign budget: AED 997,250
Geography: The market of our campaign is UAE; however we will be mainly focusing on Dubai, Sharjah, and Abu Dhabi due
to the high population density; hence the relevance of the issue.
Media Objectives
Our objective is to reach a minimum of 85% from our target audience, which we have segmented to married Arabs and
married 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) and
frequency of (25.51). We are going to accomplish this throughout campaign period of 10 months.
Scheduling: Pulsing
17
Section 6: Media Strategy
25. DILO
Weekdays
Time Period Activities Media Touch Points
6:00 – 7:00 Wake up, have breakfast Print/Digital
7:00 – 8:00 Going to work/dropping chil- Radio/OOH
dren to school
8:00 – 13:00 At work Digital
13:00 – 15:00 Lunch Break/Drive out for Digital/Radio/OOH
lunch
15:00 – 18:00 Back to work Digital
18:00 – 19:00 Drive back home Radio/OOH
19:00 – 22:00 Home TV/Digital/Print
After 22:00 Sleep
Weekends
Time Period Activities Media Touch Points
9:00 – 11:00 Wake up, shower, have Print /TV/Digital
breakfast
11:00 – 14:00 Home TV/Digital/Print
14:00 – 16:00 Lunch at home or out TV/OOH/Radio
16:00 – 17:00 Go out /driving Radio/OOH/Digital 18
Section 6: Media Strategy
17:00 – 22:00 Parks, malls, beach, family OOH/Radio/Digital/cinema
gatherings
22:00 – 23:00 Drive back home OOH/Radio
23:00 – 1:00 Home TV/Digital/Print
After 1:00 Sleep
27. Media Channels
Newspapers overview:
Newspapers are one of the media channels to reach our specific target audience since it has a strong local emphasis and
sense of immediacy. Thus, newspapers work as an important factor to reach our target audience. Also, newspapers have a
strong 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 our
audience as it is a story telling medium and uses both sound and visual aids. It is also a flexible medium because we can
advertise at any time of the day and it permits control of how long the advertisements are, where they’re placed, and what
content should be used. The TV medium vehicles that we chose are Dubai TV and AsiaNet Middle East.
Married Arabs (age 20-44):
20
The reason behind this is that Dubai TV has the highest reach (24.48) among the Arabic channels.
Section 6: Media Strategy
Radio overview:
Radio is a relatively cost-efficient medium and so it allows us to allocate our budget wisely. Also, it has a wide variety of
audience-specific channels and programs which allows us to customize our message. Radio has a mobility characteristic that
increases its use, though it is considered as a background medium.
28. 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 heavily
and they are always connected to the internet. Also, online advertising enhances consumer/product or service relationship and
interactivity. 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 highest
number of social networks users among the Middle East. Both Facebook and Twitter will be used as in an interactive platform
and 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 the
campaign’s objectives, the advertisements used and a link to the campaigns website. It also allows the audience to ask
questions, comment and give feedback. 21
Section 6: Media Strategy
2. Google
The 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.
29. Section 7:
Below the Line Strategy
Guerrilla 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.
30. Recommendations
Cross 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
33. Section 10:
Evaluation
Pre- 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: 26
v Run a post-campaign evaluation to preview its effectiveness among our target audience.
Section 10: Evaluation
v 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.
35. Section A: Surveys & Charts
CHILD SAFETY IN TRAFFIC SURVEY
We, the students of American University of Sharjah, are conducting this survey as part of our research for the Child Safety in
Traffic 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 on
parent’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 in
the 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 & Charts
them 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]
36. 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 is
because:
1 2 3 4 5
a. Expensive (costly)
b. Did not know about it (lack of knowledge)
c. Too many passengers in the car
d. Takes up space
e. Child resistance
f. Do not approve of its safety
5. 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
[0] [1-2] [3-4] [5-6] [7-8] [9-10] [11+]
Section A: Surveys & Charts
Age(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]
40. Section B: Creative Work
TV
Video
Opening Shot Audio
The number 63 appears for a second then
blurs and fades away
Music: Requiem for a dream low
Police siren and talkies
Camera fades in on a crash scene showing
broken glass and a crashed car old movie
style and fades out
Scene changes and camera focuses on a
child’s toy thrown between the glass. A hand
appears to remove the toy. Scene changes
33
from old movie style to normal then fades out
Section B: Creative Work
Police siren and walkies stop
Camera zooms in on the toy being placed in a Music gets more dramatic and
white room and blurs to fade out. higher
41. Video Audio
Camera moves from the toy to show other
children’s belongings placed next to each
other.
Camera moves along the toys fast and zooms The music ends with the
out fast to show the number 63 formed from a number appearing then
lot of toys next to each there. fades and continues slowly
Screen turns to black and copy appears. Narrator: 63% of all children
deaths are caused by traffic
accidents.
34
Headline and Slogan Appear
Narrator: Don’t turn your chld to
your numbers. Buckle up your
Section B: Creative Work
little ones.
44. Contacts
Sherif Ghanem
Promo 7 Dubai
sghanem@ummena.com
Tel: +971556025470
Fadi Shallah
Magna Global
fshallah@ummena.ae
Tel: +971508422696
37
45. References
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scripts/09262.pdf
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com: http://www.muscatdaily.com/Archive/Stories-Files/Babyshop-s-Child-Safety-campaign-well-received
Kendall, 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/KidsCarsSafetyCampaign
Road Safety GB. (n.d.). Retrieved March 18, 2011, from www.roadsafetygb.org.uk: http://www.roadsafetygb.org.uk/
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Road Safety in the UAE . (n.d.). Retrieved March 18, 2011, from www.timeoutabudhabi.com: http://www.timeoutabudhabi.
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com/kids/features/8156-road-safety-in-the-uae
Roads & Transport Authority . (n.d.). Retrieved March 18, 2011, from www.rta.ae: http://www.rta.ae/wpsv5/wps/portal?Swit
chToLatestLocale=true
Safe kids worldwide. (n.d.). Retrieved March 18, 2011, from www.safekids.org: http://www.safekids.org/worldwide/where-
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Think. (n.d.). Retrieved March 18, 2011, from think.direct.gov.uk: http://think.direct.gov.uk/index.html
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