“Kinnita bussis turvavöö!”
awareness campaign in social media

Lux Express made a customer survey in order to find out the habits of seatbelt fastening in both buses and cars. The results were worrying – only 49% of the passengers always fasten their seat belt in buses. However, 91% of of the passengers always fasten their seatbelts in cars. Wearing a seat belt is equally important for safety in both cars and buses.

Goals

raise awareness, that fastening your seatbelt is equally important in both cars and buses
improve the rate of people who fasten their seatbelts in buses

Solution

Create a social media campaign that focuses on the importance of wearing a seatbelt in buses

Video that showed the reactions of real people who tried a seatbelt crash simulator at a speed of 7 km / h. The force of impact would be 49 times higher at a speed of 50 km / h.
Facebook app, where the user could answer yes/no to the question “Do you fasten your seatbelt in the bus?” People could see the results in real time and share the campaign message with their friends

Results

A survey after the campaign showed a 10% increase of people who fasten their seatbelts in buses.

■ 450K+ people reached in social media
■ 63% of users shared our campaign
■ The awareness campaign and topics gained over 100 different coverages in the national media (including radio and top television channels)
■ Media coverage reach: 5.2M people (not unique)