DUBAI – Bridgestone MEA worked with the Nasser Bin Addullatif Alserkal and RTA on a potentially life-saving health check campaign, designed to offer free health screenings to UAE truck drivers and consequently improve fitness and road safety.
Launching the campaign is an online film sensitively directed by Nixon Freire out of Hanzo Films. The film follows a truck driver named Sukhjhinder Singh, who explains how he misses his family in India, and talks about his gruelling 24-hour schedule, which allows him only a couple of hours sleep in the cabin of his truck by the roadside. He has driven 1 million km without an accident, so for some respite from his work routine, Bridgestone arranged for him to view the road from another perspective – 1km above the ground in a hot air balloon.
Through the film, Bridgestone MEA invites fleet owners to enrol their teams in the ‘Eyes on the road’ health check-up and awareness roadshow, which is aimed at contributing to a healthier and safer society. The film is part of a social media and digital communication strategy conceived by Serviceplan Middle East, and kicks off a 3-week event, during which truck drivers can take part in a free health check-up at one of several strategically positioned truck stops in the UAE. The health screenings will be managed by medical professionals and include checks on BMI, blood pressure, eyes and ears.
The motivation is to encourage 1,000 truck drivers to have a health check-up. The check-up stations will be positioned at truck stops where drivers park up to rest on long journeys, position across major highways of the UAE in Sharjah, Dubai and Abu Dhabi. As well as a health check-up, drivers will be able to play computer games linked to fitness and mobility skills and have refreshments.
There will also be a print campaign involving a billboard on the building where the drivers live, making them aware of the event and encouraging them to go for a check-up.
Serviceplan Middle East have devised a social media strategy to raise awareness of the free truck driver health checks via Facebook and Instagram, with live streams of the events, Bridgestone product giveaways to participants, and Instagram and Facebook stories.
Berna Akinci, Head of Marketing, Bridgestone MEA commented: “Safety is a value that is reflected in the quality of our products. That is why this CSR campaign is very important to us. We appreciate the hard work and long hours that truck drivers dedicate to delivering goods and commodities, and it’s our responsibility to keep them and everyone around them safe on the roads. We are happy to be collaborating with Serviceplan Middle East to spread such an important message and celebrate the truck drivers – our heroes of the road.”
CREDITS
CLIENT: BRIDGESTONE MEA
TITLE: Eyes on the Road
Director/ Dp: Nixon Freire
Hero: Sukhjinder Singh
Production House: Hanzo Films
AGENCY: SERVICEPLAN MIDDLE EAST
Executive Creative Director: Akhilesh Bagri
Associate Creative Director: Victor Farias Senior
Account Manager: Alba Arteaga
Account Executive: Laith Alemailat
Managing Director: Natalie Shardan
Production House: Hanzo Films
Executive Producer: Hijaz Moosa
Producer: Yanny Sanchez
Offline Editor: Neda Zag
Online Editor: Shibish Kk
Music/Sound Fx: Sonido Antro
Music And Audio Producer: Lucas Duque
Music: Daniel Lopes
Sound Design: Cuca Cunha
Colour Grading: The end post / Cassi Umetsu First AD: Faizal Amin
Line Producer: Siyad Kannoth
ABOUT SERVICEPLAN
The Serviceplan Group is the largest and most diversified owner- and partner-managed agency group in Europe. Founded in 1970 as a traditional advertising agency, Serviceplan quickly developed its “House of Communication” concept, creating the only fully integrated agency model in Germany, combining all communication disciplines under one roof. Whether brand strategists, creative, design, media or on-line specialists, dialogue or CRM experts, market researchers, PR consultants or sales professionals, at Serviceplan, everyone works together to achieve a common goal. The Serviceplan Agency Group is represented in 35 countries worldwide with 24 agency locations plus additional local partnerships. The media agency Mediaplus, our digital agency Plan.Net and our market research institute Facit, rank as market leaders in their respective competitive environments. The precisely coordinated interaction of more than 40 specialist agencies focused on creativity, technology and media, makes Serviceplan the leading agency group for innovative communication.
