THE SAFEST PLACE - A CHILDREN ROAD SAFETY CAMPAIGN
Petrom has addressed this issue in the past and this time, partnering the Romanian Police, it was time to do it again, with a bigger echo, aiming to decrease the numbers of the victims by making sure that all children are properly secured, while on the road.
“The Safest Place” is not just a campaign, it’s a solution for a real problem that can be solved with communication. Our mission was „Zero unsecured kids in the car” and the message was developed for TV, Radio, OOH, Retail, Digital and PR, in collaboration with the Romanian Police. The soundtrack of the campaign was created by Feli, who helped us get the message out there with a hit single and a testimonial.
Based on a simple insight, that parents often think their arms can solve anything, we showed that indeed they can protect, soothe, guard their children – just not while they are in the car. In the car, they need to use the child seat and the seatbelt.
We put emotion into education, and there couldn’t have been any other way. A parent-child relationship is so intimate that our lecture towards road safety is not just technically supported, but emotionally driven.