Toyota decided to reach out to the kids, a 'catch them young' approach to bring road sense back on the streets. NFS - aka - Need for Safety. Toyota approached Dig for TSEP's communication design needs. Dig's approach ensured that all its communication deliverables brought in fun and games into this serious traffic subject ridden with too many Dos and Don'ts. Check tsepindia.com.
Dig designed the branding and communication for the TSEP, Toyota Safety Education Programme. The brand communication of the campaign was colorful, engaging and lots of fun.
This campaign visited schools around the country. The concept was well received and the kids were resolved to doing their bit in spreading the word about traffic safety. Sheila Dikshit, the chief minister of Delhi, is seen here talking to the kids in one such programme.
The campaign was designed to teach road safety and good behavior, reinforced with lots of prizes and rewards. The designed activities and communication exposed children to different road rules and safety aspects like speed breakers, road blocks, rail safety and respect to pedestrians during the course of the campaign.