Date of Publication:
Monday, 13 June 2016
Media Outlet name:
Marketing Magazine Malaysia
Country:
Abstract:
• Malaysia is among the 33 countries which had the highest road deaths at 23.8 deaths per 100,000 inhabitants in 2014. (World average of 18 to 100,000 people.) - Paris-based International Transport Forum (ITF) 2015
• Malaysia ranked the third in road fatalities per billion kilometres driven with the risk of dying in a road accident being 17.7 deaths. – ITF 2015
Based on these insights MINI and Saatchi & Saatchi Malaysia came up with a solution that tapped into the behaviour of road drivers, to initiate positive change.