In line with their strong safety values, ConocoPhillips – proud partner of Qatargas, in collaboration with BMW Qatar, announced the launch of a unique national safety campaign “You Better Make It Click” during a ceremony held at the BMW showroom in WestBay.
The month-long campaign raises awareness on road safety to counteract the rising incidence of traffic accidents that has for long been a cause of concern among motorists worldwide. In Qatar alone, road accidents account for one of the leading causes of deaths in the country. While seatbelts have been widely proven to reduce the severity of injuries, a study conducted by the National Traffic Safety Committee of Qatar revealed that front seat occupants are estimated to have a seatbelt wearing rate of around 50 percent only1 – a dismal figure, given the spate of accidents reported regularly.
In an attempt to reform statistics and usher in a positive, long-term behavioral change, “You Better Make It Click” channelizes the use of both traditional and social media platforms to draw in residents as brand ambassadors and together weave a culture of road safety within the community. The campaign further reaches out to motorists in the form of an exclusive radio jingle, composed in association with over 15 international artists from around the world. The jingle will serve as a friendly reminder, encouraging passengers to fasten their seatbelts whenever on the road.
Todd Creeger, president of ConocoPhillips Qatar, said: “We are proud to launch the “You Better Make it Click” campaign as part of our overall corporate social responsibility strategy in Qatar. Safety is a core value for ConocoPhillips, and we, along with all our partners, are always personally invested in pioneering initiatives that positively reinforce a safety culture, every single day. It’s who we are as a company, and it’s who we are as people.
“We hope the campaign will serve as an effective platform to communicate and trigger a reminder to all passengers and drivers getting in any car, about the importance of personal safety. We aim to create an interaction amongst social media users not just during the month of the campaign, but every time they step into a vehicle. This is one of the reasons why we chose to channel the message through a jingle. It’s light and it’s catchy – but most importantly, we’re hoping it sticks. We are extremely delighted to partner with BMW Qatar in working towards inspiring a generation that drives with utmost safety and responsibility,” he added.
As part of the campaign, an exciting Instagram competition has been launched alongside, inviting users to share a photograph of them buckling up at the start of their drive using the hashtag #Makeitclickqatar. Five participants will be selected through a draw who will stand a chance to win a brand new BMW 3 Series . By the end of it, the competition seeks to turn the hashtag into a tangible habit among motorists, embedding the use of seatbelts as part of their driving lifestyle.
Ihab Allam, General Manager of Alfardan Automobiles, said: “As a premium automobile brand, we are always focused on maximizing road performance alongside passenger safety. This innovative competition will enable us to drive our commitment further by creating an engaging platform that inculcates a sense of safety among motorists in Qatar. Through this powerful collaboration with ConocoPhillips, we believe we can make a small but significant difference in stimulating the population to drive safe, each and every day.”
The competition will run in parallel with the Qatar National Day celebrations, from December 1 to 31, 2016 and is open to all ages. Further information is available at the Instagram account @makeitclickqatar