#HaveYouClickedToday
Nissan
Influencer Marketing | Media Relations | Social Impact
Seat belts are recognized as one of the most effective car features to reduce the severity of road crash injury. While there has been a lot of communication around seat belts, the discourse around rear seat belts in India was never done. Backed by hard data and insights (from Nissan India and SaveLIFE Foundation’s study: ‘Rear Seat-Belt Usage and Child Road Safety in India’) that revealed high awareness but low usage of rear seatbelts, Nissan launched #HaveYouClickedToday, a multi-faceted campaign to establish the brand as a socially responsible corporate committed to enhancing road safety.
THE CHALLENGE
The study revealed that 1/5th of people in India did not wear a seat belt owing to clothes getting crumpled and finding it uncomfortable. This indicated an opportunity for an intervention to drive behavioural change for all drivers and passengers.
THE EXECUTION
For the first leg of the campaign, Nissan India partnered with SaveLIFE Foundation, India’s leading road safety NGO, to commission India’s first research-based report on rear seat belts with a special focus on children. Nissan also partnered with Kunal Rawal to co-create the #NissanSBS (Seat Belt Shirt)—India’s first wrinkle-resistant shirt—encouraging people to buckle up without worrying about their comfort or appearance. A strategic outreach with media, influencers, stylists, and Bollywood celebrities drove earned conversations for the campaign and the brand.
THE OUTCOME
With over 300+ media stories and 6mn social media impressions, the campaign created a movement that enhanced engagement and awareness to promote the usage of rear seat belts.