September 2018

A message from Greig Craft

AIP Foundation Founder & President
COURSE PROJECT BRIEF
“SAFE ROADS FOR LIFE”
In collaboration with

Disclaimer: This document is part of the course materials for MKT 3006 and MKT 3007 courses at DUE, A.Y.
2018-2019 Term 1 and it’s meant for courses’ students use only. No reproduction or dissemination by third
parties is allowed
September 2108 without DUE and / Course
or AIPProject
Foundation authorization.
Brief - Safe Roads for Life September 2108 Course Project Brief - Safe Roads for Life

1.WHO ARE WE?

Established in 1999, AIP Foundation works in partnership with
local governments and communities around the world to 2. WHERE ARE WE NOW?
address road safety through our five gears:
Through our experiences in Vietnam, we have developed
• Targeted education; both grassroots and nationwide programs that target the
• Communications for change; key challenges to helmet use and traffic safety awareness.
• Global and legislative advocacy;
With a strong history of multi-sector collaboration, AIP
• Access to helmets;
Foundation implements programs and heads initiatives that
• Research, monitoring, and evaluation. engage public, private, and government road safety
AIP Foundation is the lead NGO of the Global Helmet Vaccine stakeholders.
Initiative (GHVI), an international coalition to put a helmet on
every head in the Decade of Action for Road Safety. GHVI has This ensures complex and inclusive interventions that
expanded our programs beyond Asia and contributes to the target several aspects of road safety at the same time.
Decade goal to halve the projected number of road traffic crash
deaths and injury by 2020.

September 2108 Course Project Brief - Safe Roads for Life September 2108 Course Project Brief - Safe Roads for Life

1

3. WHERE DO WE WANT TO BE?
We want to engage and activate more people in Vietnam
to support our mission and advocate for:
• A world with zero road injuries and fatalities.
• A world in which private corporations, governments,
and the public sector collaborate to effect promote
sustainable change in the field of road safety.
• A world in which individuals are empowered and
educated to make intelligent decisions about their
safety and security when in a vehicle—as either a
driver or a passenger.
September 2108 Course Project Brief - Safe Roads for Life
5. WHAT DO WE NEED AT THIS STAGE?
• A powerful insight that can lead to an impactful and engaging
creative idea, ready to travel across different media / channels /
touchpoints off-line and on-line.
• While we value cohesive plans that align with our existing
Communications work, we are also highly interested in innovative
and creative ideas that challenge traditional thinking.
• The more “viral” and creative the campaign is, the better it will be.
September 2108 Course Project Brief - Safe Roads for Life
September 2018
4. WHAT ARE WE DOING TO GET THERE?
AIP Foundation leverages its long-time strategic partnerships in
Vietnam to promote pedestrian safety, child helmet use, and safe
driving behavior with the ultimate goal of preventing road crash
injuries and fatalities. Today, our key activities include:
• Continuing our strong record of helmet donations and traffic safety
education at schools and in communities.
• Combining mass media communications with enhanced enforcement to
create a society of safer road users.
• Providing technical assistance to Vietnamese helmet manufacturers and
testing laboratories to assist in the elimination of substandard helmets
from the nation’s roads.
• Training journalists and policymakers on child helmet legislation and use
in Vietnam to create a community of influential, informed partners.
• Manufacturing affordable, high-quality helmets for distribution in the
national and global markets.
• Partnering with key stakeholders to advocate for policy
changes that improve road safety standards nationwide.
September 2108 Course Project Brief - Safe Roads for Life
6. WHO DO WE NEED TO TALK TO?
Vietnam’s Gen Z.
Focus target: 18 to 24 y.o.
Target audience description – Source: OMD, Decision Lab
research report “Genzilla” (Vietnam, 2015):
• 14.4mil population
• Born in a digital world with full access to information
• Digitally popular, physically awkward
• Mobile is a must
• Digital responsible
• Social conscious
• Smart and in the know
• Content followers
September 2108 Course Project Brief - Safe Roads for Life
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 September 2018

7. USEFUL RESOURCES
● AIP Foundation website, News section
http://aip-foundation.org/newsroom/news/ THANK YOU
● AIP Foundation YouTube Vietnam channel
https://bit.ly/2NkRnNY
● AIP Foundation Facebook page
AND GOOD LUCK!
https://www.facebook.com/aipfoundation/
● AIP Foundation on Twitter
https://twitter.com/aipfoundation
● “Genzilla” OMD and Decision Lab Research Report (2015)
https://bit.ly/2PQmxym
Disclaimer: This document is part of the course materials for MKT 3006 and MKT 3007 courses at DUE, A.Y.
2018-2019 Term 1 and it’s meant for courses’ students use only. No reproduction or dissemination by third
September 2108 Course Project Brief - Safe Roads for Life parties is allowed
September 2108 without DUE and / Course
or AIPProject
Foundation authorization.
Brief - Safe Roads for Life