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 campaign got featured in Social Samosa’s Yearbook of social media campaigns amongst 60 best campaigns! :
ACMA safer drives campaign case study featured in .@Social_Samosa Year Book of Social Media! Way to drive!!! #ACMASaferDrives pic.twitter.com/QKuCor5Gii
— ACMA India (@ACMAIndia) October 5, 2017
Pledge to embrace life by buckling up your seatbelt every time you go for a drive. #ACMASaferDrives https://t.co/N2myrQSRD5 pic.twitter.com/98yTXFhVKM
— ACMA India (@ACMAIndia) January 12, 2018
Auto component manufacturers are spreading awareness about road safety at #IndiaGate. Pledge for #ACMASaferDrives at https://t.co/9elGlLswuD pic.twitter.com/Zy3w98DQ69
— ACMA India (@ACMAIndia) January 9, 2017
People from every walk of life must join the #ACMASaferDrives #Walkathon at India Gate tomorrow. Come be a part of the walk for road safety. pic.twitter.com/8oTQxW8D7v
— ACMA India (@ACMAIndia) January 8, 2017
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+