ASIA-PACIFIC – SINGAPORE, APRIL 8, 2013 – Taking into account that cyclists are among the most vulnerable road users, media agency network OMD has launched a quirky outdoor campaign to create awareness on road safety targeting cyclists and motorists in Singapore.
Partnering with Omnicom creative agency network DDB, and outdoor media solutions provider Clear Channel, OMD launched ‘Share the Road’ – an outdoor advertising campaign, as part of OMD’s social and corporate responsibility program. The Singapore Road Safety Council, The Singapore Traffic Police and a host of Singapore-based cycling communities – including cycling clubs, retailers and race organizers, support the campaign.
‘Share the Road runs’ for two weeks and will feature a series of thought-provoking posters at outdoor advertising locations near cyclist hot spots like park connecters and cycling trails. Each poster is designed to build awareness of safe cycling, and the need for considerate road habits for both cyclists and drivers.
A total of 35 outdoor media sites in locations like Changi, Bukit Timah, Upper Thomson have been dedicated for the campaign. The collaboration is CSR initiative with Clear Channel providing the outdoor media sites, DDB designing the artwork and OMD developing the strategy and managing the project with crucial support and endorsement by the Singapore government.
Laura Gordon, business development leader at OMD, commented: “As a cyclist myself – I felt there was room for greater awareness; and we hope the message of this campaign reaches the hearts and minds of everyone. I think people sometimes forget – that the person on the bike ahead, is someone’s son or daughter, husband or wife, mother or father – and potentially is a realization that may come too late”.
The campaign is operational until May 1. Mandarin versions of the artwork have been created to target commercial drivers and a social media effort will be activated to draw attention to the campaign. The campaign also incorporates QR codes connected to safe cycling promotional videos created by local blogger, Mr Brown.
