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Source: Journalism or Bust!, http://www.journalismorbust.com/2012/06/i-guess-this-means-no.html

#FMCSTAYSAFEroad safety campaign

Organised by: D5L

Ford Malaysia hired your PR company to run a PR campaign focusing on two issues –

drunk driving and texting while driving – targeted at young drivers between 18 to 30. The primary intention of this campaign is to show that Ford Malaysia cares about the safety of road users.

1. Information gathering (Collect) Audience’s demographics, psychographics (Values, Attitudes & Lifestyle) ​

Source: e27, http://e27.co/140-mobile-penetration-malaysia-10m-smartphone-users/.

Source: Malaysiaasia, http://blog.malaysia-asia.my/2015/03/malaysia-social-media-statistics-2014.html

Source: Malaysiaasia, http://blog.malaysia-asia.my/2015/03/malaysia-social-media-statistics-2014.html

• Malaysian young drivers age are between 18 to 30.

• Malaysian young drivers practises texting and driving.

• Young drivers tend to be Impatient and hot tempered.

• According to an aritle in the web, Malaysian young drivers are known for their bad attitudes.

• Young drivers especially college students drive recklessly and take their on life for granted.

• Young drivers these days have the midset that a car is like a toy, not foreseeing the danger in it.

• Malaysian young drivers are irresponsible drivers as they disobey traffic rules oftenly (overtaking from the right lane, running red lights, drunk driving, text and drive and etc.)

Media consumptions habits:

Source: Malaysiaasia, http://blog.malaysia-asia.my/2015/03/malaysia-social-media-statistics-2014.html

Source: Malaysiaasia, http://blog.malaysia-asia.my/2015/03/malaysia-social-media-statistics-2014.html

Their thoughts / awareness about the issue: ​

• Collect through internet survey such as google survey/ survey monkey.

• Go around campus and ask for interviews and questionnaires.

• Social experiments.

• Encourage the public especially the young teenagers and children about road safety by having contest like creating posters.

• Have a short video presentation about road safety.

• Feedbacks and opinions from the public through feedback forms.

What are the problems to be solved from the issue at hand?​

• Building up Ford Malaysia’s image and reputation back because it is said that Ford drivers top the statistics list in drunk driving and texting while driving.

• Inform the public that Ford Malaysia cares about their safety and wants the public to be aware of the negative consequences caused by dangerous driving habits.

• Ford Malaysia intends to contribute their effort in road campaign safety so that accident rates in Malaysia would decrease in the future.

• The campaign is organize to instill good driving habits in young drivers and help them forsee the results of dangerous driving.

• Ford Malaysia intends the public to be aware of their safety when driving to their respective destinations so that the death rates will decrease thoroughly.

2. Planning

• Strategic plans: For the long term planning we intend to notify the public regarding the massive amount of death due to dangerous driving, mainly focusing on texting while driving and driving under the influence of alcohol.​

• Tactical plans: We will organise road safety campaigns, oftenly putting up posters and advertisements, creating an awareness on the dangerous effects on drunk driving and texting while driving to the public. We planned to approch different aspects of the consequnces of drunk driving through social media, considering the fact that most young drivers are actives users of Facebook, Instagram, Whatsapp and Twitter. Besides, we plan to have short plays in Universities regarding drunk driving and texting while driving. In order to make this play successful, we would work and coorperate with Universities authority, police forces and emergency rescue forces. This play will take place in a common driveway in the Uni, and later on a 'funeral' would be held. During the funeral, the family members of the deceased would give their last speech. Eg: http://lostcoastoutpost.com/2015/apr/7/every-15-minutes-not-real-not-real-not-real-not-re/

• MBO: Is to get at least 500 people to share pictures on instagram so that there is awareness about the danger to text while driving and drunk driving, using the hashtag #FMCSTAYSAFE. In order to achieve such amount of sharing, we would use social media itself to promote this campaign to our close friends and then request them to tag people they care about in the pictures to spread the awareness around. We would produce short videos as well to support our stand in this campaign and capture media consumer’s attention.

3. Communication

What are your key messages?

• Endangers family, friends and everyone on the road.

• Be a rolemodel for the younger generations.

• People that care are waiting for your safe return.

• When you’re drunk, take a cab or call a friend, don't take the risk. (Introduce apps like Uber as it is proven to have reduce drunk-driving deaths).

• Death is just a short term pain but the torture of your love ones are eternity.

• Life is short, don’t make it shorter by texting and drunk driving.

Which social media platforms? Identify at least 5 and elaborate what you will do.

Due to the different target audience, we will conduct a story and experience segment where the users can get involve in story-telling their encounters on the road.

• Youtube: Social experiments, advertisements, stories and experiences on the road which will include someone who had lost a close friend or family member due to texting while driving or drunk driving which will be effective for viewers to see his/her journey through this experience.

• Twitter & Instagram: We will use the hashtag feature to create a trend and raise awareness for the campaign. #ItCanWait , The established tag will be use to promote further on this global campaign on drink/text and drive. Alongside, we will also generate a new hashtag created by Ford known as #FMCSTAYSAFE which stands for Ford Malaysia Cares Stay Safe.

• Facebook: The platform where the news of this campaign will be largely put out as the users can use the share feature to inform their family and friends.

• Vine: Request users to do a 7 second video regarding this issue.

The grand plan? (Beside media, other communication methods? Publicity? Promotions?)

• Radio Station - Play out a story of PSA about Texting and Drinking while driving.

• Booth - Inform the public about the consequences of texting while driving and drunk driving, so they can avoid it.

• Ads on product - Taking inspiration from cigarette boxes, we could incorporate ads on beer bottles to remind people not to drive after drinking.

• Talks - Inviting police officers and conduct talks in schools and shopping centres to help minimise reckless road accidents.

4. Evaluation

How will you determine the possibility of success for your campaign? What are the benchmarks? What are the results you need to prove effectiveness of your campaign?

There is no precise way of measuring the success of an ad campaign. However, there are methods to give a rough idea on whether or not the ads are hitting the mark.

• On-going analytics to monitor accidents caused by text/drunk driving over-time.

• Monitoring death and accident rates before starting a campaign. That way it will be easier to see if there are any differences after.

• Roughly collect the amount of views, shares, likes and comments from the posts in the different social media platforms.

Sources:

1. Lytton, C. (2015). Uber Actually Reduces Drunk-Driving Deaths. [online]. Available from: http://www.thedailybeast.com/articles/2015/08/06/uber-actually-reduces-drunk-driving-deaths.html (14 October 2015).

2. Dina Murad. (2014). Bad attitude of drivers to blame for high fatality rate on Malaysian roads, say netizens. [online]. Available from: http://www.thestar.com.my/News/Nation/2014/02/22/Malaysian-drivers-to-blame-for-high-fatalities-netizens/ (14 October 2015).

3. Lolaloot. (2014). 8 driver’s problems that cause traffic jams in Malaysia. [online]. Available from: http://www.lolaloot.com/8-driver-problems-that-cause-traffic-jams-in-malaysia/ (14 October 2015).

4. Theantdaily Team. (2014). Bad attitude of young drivers is the problem, not “Kopi O” licences. [online]. Available from: http://www.theantdaily.com/Main/Bad-attitude-of-young-drivers-is-the-problem-not-Kopi-O-licences (14 October 2015).

Roles

Editor: Sanmantha Khoo

Writer: Xin Ying, Chris

Researcher: Zoriff, Annie