India has arguably the worst roads in the world and yet ironically Indian commuters have very little regard for safety. The objective was not only discourage adults from over-speeding but to bring about a behavioural change. CEAT championed the cause of road safety by further building on its strong association with safety. The TG for this campaign, however, were fathers who owned cars in metros.
Solution
Speeding is a common problem in India. The person driving is so focused on the short-term objective of reaching someplace that they ignore the grave consequences of over-speeding. In this scenario, we used the one plea that no parent could possibly ignore– that of their child. This powerful emotional hook helped influence behaviour in a scenario where rational appeal often failed.
