AGENCY: IDN Bahrain
CLIENT NAME: Ministry of Interior
Trime Media was commissioned by the Ministry of Interior to create communication that informed residents of Bahrain of fundamental changes in the new traffic law which would lead to better driving behaviors on Bahrain’s roads.
To manage information carefully to ensure understanding that the new traffic law was introduced to improve safety and not to increase revenue through fines.
To communicate with disparate sections of society, some of which had opposing views to Ministry of Interior initiatives.
To build better relations between all sections of society and the Ministry of Interior, ensuring the public were aware that statistics were the primary driver behind the issue.
Secondary: Non-driving adults and schoolchildren
Since the early 1990s road injury had become the leading cause of premature death in Bahrain. Something had to change. People had to think again. Thus making people aware was the primary marketing strategy that was delivered through a creative strategy whose name epitomized what people had to do, namely ReThink.
A multi-platform social media approach was adopted. Given Bahrainis are keen advocates of social media and frequently express their views through this channel, social media in all its forms was adopted to inform on changes in the traffic law, create important conversations and hence impart increased knowledge and thus drive behavioral change.
The strategy was executed to inform audiences at multiple social touch-points. The campaign used clever mediums and powerful messages to create conversations, help educate and change driving behaviors for the better. It did so across Youtube through videos, Facebook through driving advice, Instagram through postings of changes in the traffic and of photos of families at ReThink events and by creating debate through Twitter.
1. Social media exploded with posts and hashtags, even parodying Youtube videos were created by members of the public