Singapore’s state-owned broadcaster Mediacorp has partnered with APD to launch #StayHuman, a road safety campaign aimed at asking road users in Singapore to practice patience, compassion, and courtesy while on the road.
Phase one of the campaign will see three advertisements, each holding a mirror up to different groups of road users: drivers, cyclists and pedestrians, and will feature different scenarios that road users can relate to, whether as the antagonist or victim. These scenarios will highlight the pivotal moments of decision to give in to their inner beasts, or stay human.
The idea for the campaign came about after investigations from non-profit group Share The Road revealed that that 99% of road frustration originates from a lack of empathy on the part of road users; be they drivers, cyclists or even pedestrians.
Chief executive officer of APD, Tobias Wilson, shared with The Drum that he was inspired to create such a campaign after becoming a victim of road rage while cycling on Singapore roads. He is also one of the founders of Share The Road.
“It was through (Share The Road) that I was able to meet up with LTA, URA, SG Road Safety Council, Singapore Kindness Movement, Safe Cycling Singapore and Singapore Cycling Federation and hear about what they’re doing about road safety,” said Wilson, who is also chairman of Interactive Advertising Bureau Singapore.
“That’s where the idea came from. It always came back to empathy or a lack there-of. So we decided to see what we could come up with and #StayHuman was where we landed.”
Concurring with Wilson was Karen Yew, head of brand and communications, Mediacorp, who added: “We believe this initiative is going to get people thinking twice before honking that horn or making a rude gesture.
“By adjusting our attitudes, we can be better versions of ourselves on the roads and make walking, cycling and driving safer and more pleasant for everyone.
“This is aligned with Mediacorp’s commitment to positively impact our communities and build a better society.”
The campaign will be broadcast for three weeks in English, Mandarin and Malay on Mediacorp’s radio stations Gold 905, 987, 938LIVE, YES 933, Capital 95.8FM, Love97.2FM and Warna 94.2FM; as well as on 60 bus stops, in TODAY newspaper and web banners on todayonline.com and channelnewsasia.com.
There will be no ad spend for phase one of the campaign, while phase two, which is still at the planning stage, will see significant ad spend because of an animation component.