Mumbai: 11th January to 17th January being the Road Safety week, HDFC ERGO wanted to create awareness around Road Safety and convey the same through their Social Media platforms. With the increasing accident rate, talking about road safety measures helps in reducing hazards and safeguarding the community.The objective is to convey the various reasons leading to road accidents thus motivating our audience to take precautions.
The communication route for this year’s campaign was ‘Distracted Driving’ as this is the reason behind most road accidents. Through this route, the Company is engaging with the audience in interesting ways.
To leverage the campaign, HDFC Ergo decided to embrace “DO NOT DISTURB”(DND) as the communication, thus tapping into the various instances where people easily get distracted while driving.
DO NOT DISTURB by itself means one shouldn’t be or get disturbed while driving. Thus, with this communication, the light was shed on several factors that are responsible for distracting a driver.
The typography of the term DO NOT DISTURB and fleshed it out as individual posts, using each letter from the term.
The idea was to use one letter for each post, representing one factor of distraction. Each letter was designed into a minimal poster that represented a particular habit that is fatal for drivers. For example Letter ‘B’ represents sunglasses that people wear at night.
We used a reverse order for the letters, i.e. starting from B, R, U, T, S, I, D and so on.
The idea was to create the campaign communication DO NOT DISTURB, on HDFC ERGO’s timeline, seamlessly, one letter/post at a time.
The idea is conceptualised and executed by their digital marketing agency Social Kinnect.
