FIA

Ask: Create a branded campaign to fulfil FIA’s vision of a safer world on two wheels, attract private sector investment and drive a new era of public awareness. Insight: In a world saturated with shock and shame tactics, consumers have become desensitised. Other tactics of using statistics to cut through, lack relevance to relate with consumers and encourage the to change behaviours.

 Answer: 
What lies at the heart of all countries, transcends boundaries and connects people with prosperity? Roads have a great story to tell in connecting people with prosperity. But using old tactics wouldn’t work. We shifted to a narrative that placed humanity at the heart, enabled them to facilitate change and climb on board a movement designed to endure instead of go viral and burn-out.