Singapore Road Safety Campaign
Project Year: 2012
Client: Singapore Road Safety Council, Traffic Police, Automobile Association of Singapore and People’s Association
In support of the United Nations Decade of Action for Road Safety, Singapore Road Safety Council, Traffic Police, Automobile Association of Singapore and People’s Association joined hands to organise a nationwide pledge gathering campaign from March to September 2011.
The pledge gathering campaign, launched by Prime Minister Lee Hsien Loong culminated half a million pledges for road safety from road users in Singapore and were presented to the United Nations as a demonstration of Singapore’s commitment towards road safety.
To distinguish Singapore’s efforts from the larger UN mission, the campaign identity ‘Safe Roads Singapore’ was recommended, accompanied with the call for action tagline ‘PLEDGE.BELIEVE.ACT’. A mascot “Mr Zebra” was also introduced as the campaign ambassador and a life-size mascot which made its appearance at the various campaign related events was also fabricated.
A wide variety of advertising and promotion collaterals including pop-up posters, car decals, bookmarks, leaflets, folders were produced to help propagate road safety messages and raise road safety awareness among road users. A dedicated website and Facebook fan page were set up for wider engagement online.
The campaign’s strategy also focused on reaching out to the young. Specially designed fun school pledge packs were distributed to 360,000 students from 180 schools who also participated in the pledge campaign.
To facilitate public pledging, mobile pledging booths were made available at various locations island wide such as Shell petrol stations and community clubs. This was complemented by an online pledge system.
With the success of the pledge gathering campaign and the popularity of the campaign mascot, “Mr Zebra” was featured together with long-time courtesy mascot “Singa” in the courtesy campaign the same year.