Project name：Empowering children on seatbelt safety: AXA’s No Belt, No Drive safety campaign

　  Time of execution：July. 2015 – Dec. 2015

　　Company name：AXA Group

　　Brand name：AXA

　　Agency：MSLGROUP China

　　Award category：Corp Social Responsibility 、Brand Communications

　　Project summary: 

　　Parents are responsible for teaching children about safety but these lessons don’t always follow through, especially if parents ignore safety messages. AXA turned children’s seatbelt safety issue into a matter where children could be empowered to help parents be more safety-minded and sparked critical attention on a completely preventable action. Through a children’s song, mobile classrooms, NGO partnership, content-rich social media, influencer advocacy, media outreach and advertising, AXA’s No Belt, No Drive campaign reached 680,000+ people and motivated 90,000+ to pledge to buckle up kids when driving, and also cemented AXA’s image as an active force for a safer society.

　　Project Background: 

　　AXA is the world’s no. 1 insurance company, protecting people and businesses, yet many Chinese were not aware of the brand nor understood what it stands for. In a dense market where domestic P&C insurance companies dominate, AXA needed to stand apart from its competitors and seize a leadership position.

　　Despite AXA’s “Protection in Action” positioning in China, it was unclear that the idea of protection went beyond the company’s activities as an insurer.

　　Related Research: 

　　• To define the problem or opportunity

　　• To determine approaches for the program.

　　Economic prosperity and rising urbanization are fueling growth in China’s auto industry. As car sales boom, so do accidents--18,500 children die annually in car crashes, making it the leading cause of death for children aged 3-14.

　　By focusing on a corporate citizenship campaign around children’s seatbelt safety--where simple actions could save lives--we could evolve AXA to a more active/engaging force for a safer society and its brand position from “Protection in Action” to “AXA Actively Protects.”

　　With its one-child policy, Chinese parents are very protective of their children. 85% of Chinese parents don’t use seatbelts for their children, preferring to keep them safe in their arms. While many parents are set in their ways, they would listen to their children. By teaching children seatbelt safety, we could instill good habits early in their lives, and, through children, we could influence their parents to change their ways.

　　Project Planning: 

　　Our communications objectives:

　　- Improve AXA brand awareness and consideration by at least 5%

　　- Spotlight AXA as an active partner for Chinese consumers

　　- Drive brand engagement through more than a million actions

　　We settled on a corporate citizenship campaign that would engage Chinese citizens and create an emotional bond with the brand. By focusing on children’s seatbelt safety--where simple actions could save lives--we could evolve AXA to a more active/engaging force for a safer society and its brand position from “Protection in Action” to “AXA Actively Protects.”

　　Children are tricky to reach–messages need to be simple, repeatable, and memorable while activities must be entertaining and informative. Children are naturally drawn to music so we wrote a catchy children’s song with a clear action message, No Belt, No Drive! The hip-hop inspired song included trendy street dance moves that were turned into a music video that we shared virally online.

　　We took our message out to children in their own environments and organized mobile classrooms that traveled to schools, residential communities, children’s centers, parks and malls. The classrooms featured safety experiments and tests for children to experience for themselves the difference between wearing and not wearing a seatbelt in moving vehicles.

　　Implementation:  

　　Six-month campaign:

　　SONG AND MUSIC VIDEO

　　Created a children’s anthem to share among children and parents

　　INTEGRATED EDUCATIONAL CAMPAIGN

　　1-Credible NGO Partnership:

　　Partnered with a government-backed NGO on children’s welfare--China Children and Teenager Foundation

　　2-“No Belt, No Drive” Mobile Classroom:

　　Buses visited 43 communities in Shanghai, Beijing, and Guangzhou in 5 months to deliver high-impact teaching moments

　　3-Influencer Engagement and powerful social conversation:

　　--50+ social media influencers in areas of parenting, health, safety, environmental protection and charity pushed critical messages across their networks

　　--Maintained dedicated WeChat account with content ranging from smart life tips to inspirational stories about health, road safety, financial education, digital protection, environment and charity

　　--Led consumers to sign an online pledge to promise action

　　4-Earned media campaign:

　　Earned 1400+ stories in TV, print and social, leveraging launch event, mobile classroom’s visit to each location

　　5-Advertising and Promotion:

　　Out-of-home, car stickers and t-shirts

　　Project Assessment: 

　　OUTCOMES/AWARENESS

　　• 90,000+ people signed the pledge

　　• 125,000+ children and parents joined mobile classrooms

　　• 680,000+ exposed to No Belt, No Drive campaign

　　• 170,000+ WeChat followers

　　• Extremely high feedback scores from on-the-ground surveys

　　▲ 91% agree to change their behavior on road safety

　　▲ 96% would invite others to join the campaign and sign the pledge

　　KNOWLEDGE/CONSIDERATION

　　• Independent study showed 94% agree that partnering with AXA makes sense, positively influencing brand image on all dimensions

　　• 77% positively linked AXA with the citizenship campaign

　　OUTPUTS/BUSINESS RESULTS

　　• 9% increase in consideration for future purchase (25% to 34%)

　　• 6% increase in intention to buy for future purchase (9% to 15%)

　　Project Highlight:

　　▲ Safety messages tend to focus on adults who in turn are expected to relay them to children. Armed with the insight that parents often ignore messages about seatbelt safety, AXA turned to children, a difficult audience to reach without sounding patronizing or over-commercializing activities. By partnering with a government-backed NGO on children’s welfare and composing a catchy children’s hip-hop song with trendy street dance moves that were turned into a music video and shared virally online, we could deliver a clear message – No Belt, No Drive!

　　▲ We eschewed the traditional TVC broadcast in favor of mobile classrooms and social media for higher quality engagement with our audiences and to drill home the importance of seatbelt safety. This also allowed children and parents alike to better understand the AXA brand and our positioning that ‘AXA actively protects’ beyond the company’s activities as an insurer. The strategy paid off: 90,000+ pledged to buckle up before driving, potentially saving 5x more children per year and garnered 94% approval rate, positively influencing the brand on all dimensions.

　　Project Pictures：

Children are pledging for No Belt No Drive

Group photo

No Belt, No Seat

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