Hyundai taking its ‘Safe Move Phase 3’ to malls, schools
By Bhawana Anand - September 29, 2017
The auto major is working towards conducting the programme at 14 malls as well as 150 schools spread across 6 cities with engaging activities & games
Hyundai Motor India Foundation (HMIF), the philanthropic arm of Hyundai Motor India Ltd, has kick- started the 3rd Phase of its ‘Safe Move - Traffic Safety Campaign'. The Traffic Safety campaign is being conducted in association with Ministry of Road Transport and Highways (MORTH) in 150 Schools and 14 prominent malls across India.
‘Safe Move’ is one of the key pillars of Hyundai Motor Group’s long-term road-safety CSR initiative across the globe. ‘Safe Move – Traffic safety Campaign in India focuses on spreading awareness about the importance of traffic safety to bring about a significant behavioural change among masses. In the current phase, ‘Safe Move – Traffic Safety campaign’ will engage children and their families innovatively through contact programs in Schools and Malls. The objective of the third Phase is to build upon the success of Phase I &II and attempts to spread awareness amongst children between age group 5-7 years and 7-16 years. The program is going to be implemented in association with the Ministry of Road Transport and Highways (MORTH) and Shah Rukh Khan will continue to support the campaign and Hyundai’s CSR initiatives as Hyundai’s Corporate Brand ambassador.
Commenting on the 3rd Phase, Y.K Koo, MD and CEO, HMIL said, “Safe Move – Traffic safety Campaign is a unique initiative in-line with our philosophy of being a caring brand. HMI is committed to safety both in cars and on-road through active endorsement of safe driving practices. We are pleased with the tremendous success of the previous phases of the campaign and aim to make Safe Move a mass movement across the country. We are confident of a huge participation from schools and families in the current phase through innovative engaging games and mass media films with our corporate brand ambassador- Shahrukh Khan to make Indian roads safer.”
In its 3rd Phase the ‘Safe Move – Traffic Safety campaign’ will continue till the end of 2017. In this phase Hyundai will release strategic safety films #BeTheBetterGuy on various platforms for extensive reach & engagement focusing on bringing behavioral change.
As part of the School Contact Program, the campaign will reach out to 150 Schools in 16 Cities including Delhi, Chennai, Mumbai, Kolkata, Ranchi, Bangalore, Chandigarh, Ahmedabad, Hyderabad, Guwahati, Kochi, Jaipur, Pune, Lucknow, Ludhiana and Bhopal. Additionally, in the current phase Safe Move will be activated in 14 leading Malls across 6 cities (Delhi NCR, Chennai, Kolkata, Pune, Hyderabad and Bengaluru) through a high-impact set-up and enthralling interactive games to engage children and families.
The first two phases of the program successfully reached out to over 90,000 Students and 23,000 Residents across 142 schools and 146 RWA’s respectively.