ACMA Safer Drives: Road safety awareness campaign

Meet The Client

The Automotive Component Manufacturers Association of India (ACMA) is the apex body representing the interest of the Indian Auto Component Industry. Its active involvement in trade promotion, technology up-gradation, quality enhancement and collection & dissemination of information has made it a vital catalyst for this industry’s development.

The Brief and objectives:

• To inform the public, auto component manufacturers, distributors and sellers about road safety and to motivate them to take an action for it.
• Creating public awareness on usage of genuine auto parts to prevent road accidents using social media as the primary medium of communication.
• To tackle apathy towards accident victims and indifference towards traffic rules.
• To support the cause – National Road Safety Week organized by The Ministry of Road Transport & Highways, government of India.

What we did

We created a campaign called ACMA safer drives. This campaign urged public and auto component makers/sellers to take a pledge to ensure road safety. The campaign was designed to educate the audience about good road safety practices and to come together to take an action.

Users were urged to take a pledge for road safety. They were also asked to participate in the #ACMAsaferDrives Contest where they could write a safety slogan and win prizes. There were on ground activities like the walkathon and road shows where we reached out to the public and engaged with them.

Results

• ACMA safer drives reached out to 1,21,423 people on Facebook. 200+ users on twitter contributed to our hashtag thereby reaching out to 1.1 million people and garnering 3000+ Pledges on our website.
• Almost 6000 people engaged with us on Facebook while twitter got engagement from 200+ users.
• Total people reached: 2 million+
  Total People Engaged with: 6000 +
  Total pledges: 3000+
• Total contest entries: 250+