Zain Group, a pioneer in mobile telecommunications across the Middle East and Africa, is targeting social media users in the latest phase of its highly impactful ‘Drive Zain’ campaign, which is aimed at promoting the responsible use of mobile phones while driving. The ultimate intention of the overall campaign is to improve driver safety and combat the high incidence of fatal and serious automobile accidents on public roads.
The campaign was announced at the Mobile World Congress in Barcelona and shared with industry executives from the global telecom community that attend the annual event, supporting the industry’s combined efforts in raising awareness of this serious social issue. A ceremony was also held at the Zain booth in Barcelona that was attended by Zain Chairman Asaad Al Banwan, Zain Group CEO Scott Gegenheimer and over 100 industry dignitaries and guests who were shown three different television commercials that will be aired on satellite and social media channels, as well as the print advertisements that will be circulated across the region.
Since the launch of ‘Drive Zain’ in June 2011, Zain has played an active role in raising awareness through countless multimedia campaigns and on-the-ground initiatives. This latest campaign places an emphasis on social media platforms, drawing a focus on young people across Zain Group’s international footprint, who are significant consumers of social media and networking applications on mobile phones and tablets.
Zain recognizes the important role social media plays in the lives of young audiences and specifically for this reason the latest campaign was developed using social media language, accompanied with hard-hitting taglines such as ‘Pull the brakes on social media. Don’t text and drive.’
The campaign also delivers a strong message highlighting the very serious and somber consequence of the improper use of mobile devices while driving. References to ‘number of views’, ‘number of followers’ and ‘profile picture updated’ have been incorporated into the creative campaign, which are common phrases in the online and social media world, but are deliberately given a more tragic tone in the advertisements in reference to the people who are left behind following losses of life from traffic accidents.
Commenting on the new ‘Drive Zain’ campaign, Zain Group CEO Scott Gegenheimer said: “Our mission is to highlight the dangers and consequences of irresponsible use of mobile phones, aiming to get people to adjust their behavior. The Middle East as a region is the second highest one in the world to suffer from the most traffic accident related deaths per capita and as such, it is important that businesses like ours make the effort to address and reduce this tragedy.” Gegenheimer added, “With the exponential rise of people using social media apps in recent years, the sad reality is that many of them are not acting in their personal or the public’s best interest when using their mobile devices while driving. We hope this campaign raises sufficient awareness to help reduce accidents and save more lives.”
Over the years the ‘Zain Drive’ multimedia campaigns have included eye-catching slogans such as ‘Ignore your best friend’, ‘Reject your mom’s call’ and ‘Hang up on your wife’, in a bid to emphasize the point of not allowing oneself to become distracted by communications while driving. Additionally, Zain operations in coordination with government bodies undertook road shows and visited private and government schools and universities, establishing open panel sessions to encourage dialog and raise awareness. A diversity of TV, print, billboard and radio media outlets, talk shows and interviews; and social media channels have also been utilized to promote the endeavor.
Zain Group is rolling out this campaign across its footprint of eight markets as part of its corporate social responsibility agenda, and is proud to be assisting in safeguarding the lives of people in the communities in which it serves.