Creative Volvo Ramadan

Volvo teams up with radio stations in Malaysia to reduce road accidents during Ramadan


By Shawn Lim | Reporter, Asia Pacific

May 16, 2019 | 2 min read

Volvo is using radio ads 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.

“Volvo is continually introducing many safety innovations, but it is high time that we get back to the basics – we will work closely with the Road Safety Department (JKJR) and the Malaysian Institute of Road Safety Research (MIROS) to raise public awareness on the importance of using the three-point safety belt,” said Nalin Jain, the managing director of Volvo Cars Malaysia.

“I believe the increased use of safety belt by all car occupants, will help to reduce the number of road fatalities and serious injuries in the country.”

Volvo: #StandforSafety by Grey

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