This year, the Government is funding the media space for the first time, said Ogilvy Vietnam branding director, Alex Clegg. US$150,000 worth of media space was either sponsored or discounted by the National Traffic Safety Commission, a Government body.
Vietnam’s road injury toll has shot up five times in the last decade, leading to a 17 per cent increase in traffic-related accidents last year, according to reports. More than 12,000 people died in accidents last year, while 23,000 suffered permanent brain damage.
“Everyone is aware of the dangers of motorcycle accidents,” said Clegg. “But when you ask them why they don’t wear a helmet, you get the same excuses: it’s too hot, it messes up their hair, or their parents don’t wear one.”
The 60-second spot will run on national channel VTV1 and local stations in 64 provinces. It illustrates the consequences of ignoring helmet use — brain surgery, permanent injury or death. Shot predominantly in black-and-white, the storyboard shows victims prepping for surgery or attending funerals. It set against sombre piano music. Victims are depicted as those directly involved in the accident, as well as those related to the victims. “Brain damage is often the more significant consequence — and victims are usually the breadwinners of the family,” Clegg added.
The spot is supported by print, postcard and outdoor executions that show photographs of victims. The tagline reads: ‘Wear a helmet. Not just for your own safety.’ “It’s not a complicated creative strategy,” admitted Clegg. “But most public service ads here are shown in a propaganda style. This is probably the first emotionally-loaded shock campaign in Vietnam.”
The Asia Injury Prevention Foundation is a non-profit organisation that aims to reduce traffic-related accidents in Southeast Asia.