Hyundai Motors in association with the Ministry of Road Transport and Highways, titled, Be The Better Guy released a Road Safety film aimed at creating a positive change in the society and inspire people to adhere to traffic rules.
This is the second part of the Be The Better Guy road safety campaign which aims to highlight critical issues pertaining to road safety such as– Under Age Driving, Don’t Drink & Drive, Usage of Mobile Phone, Over Speeding & Violation of Traffic Signal. The campaign has clocked more than 1.6 million views.
The campaign showcases that the process of road safety begins with the driver taking responsibility for their individual actions. While some people are responsible, others do not appreciate their behavior. These are the unsung heroes on the roads – they are the Better Guys and Hyundai salutes these heroes so that they can be role models for others and help in Behavior Change. Brand ambassador Shah Rukh Khan is also featured in the campaign.
Phase II of ‘Safe Move – Road safety’ campaign will continue till end of 2017. The initiative also has an offline road safety activity in association with Ministry of Road Transport and Highways (MORTH) at 150 Schools in 15 cities and 14 Malls in 6 cities. The campaign will also be promoted in prominent Cinema halls in top 20 cities.
Phase I of Road Safety Campaign Be The Better Guy in 2016 clocked over 3.84 Million Views and has won prestigious awards on Road Safety campaign by eminent Indian media. Along with digital films, Hyundai also conducted on-ground Road Safety activities like the School Contact Program and Resident Contact Program, which covered over 90,000 Students in 142 schools and 23,000 Residents in 146 Resident Welfare Associations in 10 cities across India.