When the National Road Safety Council (NRSC), a non-profit organisation, embarked on a mission to commemorate the United Nations’ World Day of Remembrance for Road Traffic Victims, we were entrusted with crafting a compelling and strategic media campaign. Our goal was to resonate with audiences nationwide while aligning with the global mission of remembrance and awareness.

 

💡 The Challenge:

 Our task was to create an impactful narrative that highlighted the long-term implications of motor vehicle crashes, bringing to light the stories of those affected by road traffic incidents. We aimed to evoke empathy and raise awareness about road safety issues.

 

Outreach Goals:

• Share powerful personal stories that reflect the lasting impact of road traffic accidents.
• Engage audiences across traditional and online media platforms.
• Foster a sense of solidarity and remembrance within the community.

 

What We Did:

✅ Developed a comprehensive PR strategy that focused on storytelling to convey the emotional and psychological burden carried by families affected by road traffic fatalities.

✅ Conducted in-depth interviews and feature writing to document the heart-wrenching experiences of families, including a mother mourning her son two decades after his tragic loss and a resilient teen amputee who survived a careless driver’s recklessness.

✅ Coordinated an event in Jamaica to coincide with the global observance, ensuring local voices were heard alongside international narratives.

 

Results We Got:

📈 The series of powerful stories generated significant media coverage, resonating deeply with the public and sparking conversations around road safety and the human cost of accidents.

📈 Coverage included prime time TV and radio interviews, as well as features in print and online outlets, amplifying the reach of the campaign and fostering widespread empathy.

📈 The emotional impact of the campaign led to an outpouring of responses from audiences, highlighting the importance of road safety and remembrance in our communities.