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Agency: Grey
Client: Volvo
Date: May 2019
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Volvo is using two radio stations in Malaysia as part of its campaign to raise awareness on the importance of using seatbelts.

The campaign, called #StandforSafety and created by Grey, sees Lite FM and Sinar FM play low-tempo music between 60-80 bpm during the busiest traffic hours from 4 to 5 pm during Ramadan, which has been earmarked as the ‘Safe Drive Hour’.

Aside from music, the radio stations will also dish out safer driving tips and interviews with driving experts.

According to Volvo, the campaign was created because research from London Metropolitan University revealed that high-tempo music will distract drivers. In addition, data gathered by the Malaysian Institute of Road Safety Research (MIROS) in 2017 found that 22,000 road accidents were recorded during the month of Ramadan.


Grey Team

Graham Drew, Executive Creative Director

Andrew Fong, Creative Director

Brendan Low, Copywriter

Soo Soon. Fong, Art Director

Suzy Chiang, Producer

Daphne Wong, Brand Director

Esther Koh, Account Manager