Volvo Car Malaysia has partnered Lite FM and Sinar FM for its campaign “The Safe Drive Hour”, unveiled in conjunction with Ramadan and Hari Raya. The campaign aims to raise awareness on the importance of driving safe and using safety belts for all car occupants.
“The Safe Drive Hour” will run for five weeks on various mediums including radio, newspapers, websites, social media platforms and through authorised dealerships. This is complemented with safer driving tips and interviews with driving experts to help create a safer drive throughout the entire festive period. Grey Malaysia was involved in the campaign.
Quoting research from London Metropolitan University, the press release said that music of a high tempo can be a distraction for the driver, while music at the optimum tempo of 60 to 80 beats per minute (BPM) aids focus and concentration, helping drivers focus better on the road. Thus for “The Safe Drive Hour”, both radio stations will be filtering their on-air playlists, only playing music between 60 to 80 BPM during the busiest traffic hours from 4 to 5 pm.
Volvo Car Malaysia chose to run the campaign during Ramadan and Hari Raya as it is the “most dangerous time” on the road. According to data gathered by the Malaysian Institute of Road Safety Research (MIROS), the period recorded over 22,000 road accidents in 2017. The campaign also coincides with the 60th anniversary of the invention of three-point safety belt, invented by Volvo engineer, Nils Bohlin, in 1959.
“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 and the MIROS to raise public awareness on the importance of using the three-point safety belt,” said Nalin Jain, managing director of Volvo Car Malaysia.
“Volvo has safety at its core, and that extends to every driver, passenger and pedestrian. Through this unique radio partnership, we are also helping to make millions of cars safer during the most dangerous part of the year,” said Graham Drew, executive creative director of Grey Malaysia.