Big FM takes listeners on a road safety drive
Big FM and Total Oil India’s joint campaign is spread across 21 cities and will conclude with the Total Quartz Safety Run in November
As part of their Corporate Social Responsibility (CSR) activity, Big FM has launched ‘Total Quartz Safety Month’, in association with Total Oil India, to promote safe driving habits amongst the public.
Speaking about their association with Big FM, B Vijay Kumar, Chairman and Managing Director, Total Oil India, said, “Total considers people safety and health protection of paramount importance while carrying out its business activities in complex and diverse environments. Total, through a coordinated and coherent approach, is committed to improving the safety standards of individual and communities. The Total Quartz Safety Run, our initiative with Big FM, is an important programme designed to promote safe driving habits, thereby reducing accidents and saving precious lives.”
The campaign is spread across 21 cities and will be unfolded in four distinct phases – Phase I – Safe Driving; Phase II – Don’t Talk While Driving; Phase III – Don’t Drink and Drive; and Phase IV will see the conclusion of the campaign through the ‘Total Quartz Safety Run’, wherein people from the city can participate to support the road safety measures.
Commenting on the initiative, a Big FM spokesperson said, “We have always believed in creating and designing campaigns which enhance listener engagement. With the Total Quartz Safety Run, we are looking to encourage our listeners to pledge for road safety, thereby creating awareness about this issue.”
Big FM will have a special programme line-up to promote the initiative. The RJs will discuss topics ranging from traffic authorities, legal experts, people who have been affected by drunken driving accidents, tips to avoid getting into a situation and statistics related to accidents.
Almost 25 per cent of the marketing appends have been reserved by Big FM for the Total Quartz Safety Run. An active social media campaign will also be initiated to encourage listeners to extend their support and pledge for road safety across platforms like Facebook and Twitter.
While Total Oil India has been active on platforms like print and digital in terms of advertising, for the road safety campaign they are banking on radio, owing to it’s out of home element.
“Radio has mass reach among people. Mornings and evenings are apt time to reach out to people with such messages while they are driving to and from work, thus radio becomes more meaningful and relevant as compared to television. However, there is support from other mediums as well, such as extensive PR, ads on local channels and NGOs,” said Sameer Bahaddarpurkar, Deputy Manager - Corporate Communications, Total Oil India.
