To fundamentally challenge current habits and behaviour among riders and passengers, increase their awareness of the dangers for not wearing helmets. To generate enough buzz to influence the legislative process leading to the implementation and enforcement of a nationwide helmet law.

Raised over US$1 million funds. More than tripled the number of motorbike riders and passengers wearing helmets . Generated so much buzz it influenced the government to bring forward nationwide helmet wearing legislation by approximately 6 months. Ensured an astonishing 99% compliance rate when the law was introduced. Within one year following the passage of the mandatory helmet law, injuries dropped by 24% and fatalities by 12%. This resulted in over USD 200 million saved in 2008 alone. Won both a Silver and Best International Single Market IPA award.

Industry Public Safety, Health & Hygiene. Market: Vietnam. Agency: Ogilvy & Mather Vietnam. Director: Tom Notman. Creative Director,Quang Chinh Pham. Copywriter Ngo Xuan Hien. Producer Henri Dung.

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