Driving behavior is developed from traffic experiences and it is a factor that contributes to over 90% road crashes. Each year, about 1,25 million people lose their lives in car crashes, with the highest rates being recorded in African countries. In 2014, a member of the Executive Board of the Tunisian Association for Road Crash Prevention (ATPR), Imed Touil, declared that Tunisia ranks as the first country in the world in terms of car crashes, recording the highest number of victims due to these tragic events.
Later on, at the beginning of 2017, Afif Frigui — the president of the ATPR — said these crashes happen because there is a lack of preventive measures and campaigns. Frigui declared that the number of road crash victims had increased in 2016, in comparison with 2015, by 39 people. According to WHO — without any preventive measures — car accidents will become the 7th leading cause of death by 2030.
Due to the fact that every year more than 1500 people die in Tunisia because of excessive speed, a regional petroleum brand, called Oilibya, approached Memac Ogilvy Label from Tunisia – an advertising agency which aims to implement the best innovative methods in order to “conquer the twin peaks of effectiveness and creativity”. Together they identified a way to make drivers more conscious of road dangers: their own children.
A similar action was adopted by the telephone services company AT&T when it told a heart melting family story to remind people that texting and driving cannot be performed at the same time. AT&T discouraged this common activity by launching two videos with a simple, and truthful message: It can wait.
Suggesting that child’s words are more powerful than anything, the Tunis-based agency and the key player in the African energy industry, Oilibya, created the first mobile app which allows kids to monitor their parents’ car speed while they are on the road. Named “Little Chorti,” the app links the phones of the child and parent and notifies the kid when the adult breaks the speed limit. The app allows the little one to record a voice message that will be played “immediately on his parent’s sounds system.” Offered by Oilibya Tunisia, Little Chorti can be downloaded from Google Play and “enables children to remotely monitor their parent’s car speed and interact with them.”
Besides the innovative app, the campaign contains a video that points out the terrible, and unusually high numbers of car accidents occurring in Tunisia. The one-and-a-half-minute-long film shows a boy that worries for his dad who “has a car that rolls very fast!” The video continues with the boy’s thoughts “He is careful when I ask him to reduce the speed. But when he drives alone, I do not see him.”
Previously, the advertising agency launched a video named “Contraband is against you” to point out the negative effects contraband can have upon children’s future, highlighting that this crime “is a step toward national economy collapse.”
The advertising agency from the Middle East, aims to become the world’s best agency, by delivering top results for its clients: “We are committed to delivering results across our 360° Discipline” says the team of the agency that focuses to win local consumers’ minds and hearts.
Though there is no denying that this initiative has a strong message, a question arises: Would The Guardian Angel App work with all parents? Let us know in the comments if your kid would convince you to reduce your car’s speed.
Credits:
Client: Oilibya
Agency: Memac Ogilvy Label, Tunis, Tunisia