The Romanian Automobile Club (ACR) has been around for 110 years and has been actively involved in improving road safety in Romania ever since, despite their lack of resources. Romania has the highest number of deaths caused by road accidents in Europe. The seatbelt, or better say not wearing it, is one the top three "main road killers". And, in 2014, 6 out of 10 drivers don't wear their seatbelts. ACR asked for our help to do something to grab our audience's attention.
In 2014, 6 out of 10 Romanian drivers don't wear their seatbelts, despite all efforts made by the police. The Romanian Automobile Club (ACR) wanted to change this and asked for our help. Without any budget, we needed to leverage both social media and traditional PR to drive awareness and engagement, and affect behavior change. But how to make seatbelts hard to ignore in a country where everybody ignores seatbelts? Simple: we stopped talking to everybody, and focused on the more cautious half of the target -- the women -- and offered them a new reason to wear seatbelts: #seatbeltb00bing.
Our hashtag encouraged women drivers to take selfies while wearing the seatbelt and upload them to social media. More and more local celebrities and several TV stations joined the initiative and urged others to do the same.
Overnight, from an ignored item, seatbelts became the trendiest and the most talked about accessory to wear in Romania and not only. Our campaign made headlines on Euronews, CBS, Yahoo and GQ, amongst others. From the US to Thailand and from Mexico to Japan, it was for the first time a Romanian PSA spread this far and wide. With $0 spent, we've reached 7 million Romanians and generated $492K worth of free media in 15 countries, making #seatbeltb00bing the most popular hashtag in Romania, ever.
We were after the YOUNG ROMANIAN DRIVERS (53% of the drivers involved in road accidents in Romania have between 18 and 40 years old), the ones that knew everything about safety benefits of seatbelts but simply chose to ignore them.
With zero budget, #seatbeltb00bing became the number 1 cause-related hashtag in Romania, and the first one to spread across borders.
(1) PR AND BUZZ worth of $492.000 free media (Source: Zelist Monitor Media Agency Data)
(2) PUBLIC AWARENESS: we reached 7,000,000 Romanians (around 68% of total internet population) with valuable support of main TV stations, bloggers and online and offline press, that became pro-bono contributors to a great cause. (Source: Client Data, Media Agency Data and Zelist Monitor 2014).
Free endorsement from 11 local female celebrities -- online and offline (Source: Client Data, Media Agency Data, Zelist Monitor 2014)
A total of 197.405.629 media impressions -- including those abroad, making headlines in 15 countries on 4 continents (Source: Zelist Monitor, Media Agency Data 2014).
ENGAGEMENT: 900,000 conversations on wearing seatbelts, from virtually 0 conversation on the topic (Source: Zelist Monitor 2014).
Project title: #seatbeltb00bing
Brand: Seatbelt PSA
Client: Automobil Club Roman
Jorg Riommi / Chief Creative Officer
Razvan Capanescu / Chief Creative Officer
Mihnea Gheorghiu / Group Creative Director
Diana Papuc / Art Director
Cosmin Baba / Copywriter
Miruna Macri / Art Director
Alexandra Murray / Client Service Director
Raluca Iacob / Head of Planning
Calin Buzea / Head of Digital
Dragos Musat / Head of Digital Content Development
Premii obtinute la Premiile FIBRA #1:
Silver FIBRA / #seatbeltb00bing / 10.3 PR - Sponsorship, Partnership & Endorsements
Silver FIBRA / #seatbeltb00bing / 5.5 DIGITAL - Social Media
Shortlist FIBRA / #seatbeltb00bing / 11.1 PROMO & ACTIVATION - Brand Activation