Volkswagen Malaysia: Buckle Up

Automobile brand Volkswagen brought attention to the issue of children’s car safety in Malaysia through a social-first content campaign.

Campaign details

Brand: Volkswagen MalaysiaAgency: Industria Sdn BhdMarket: Malaysia

Market background and objectives

Malaysia had a child safety crisis on its hands. It was projected that, by the end of 2020, Malaysia would see a total of 10,716 road-related fatalities. In 2016, transport accidents (5.4%) were the fourth most common cause of death in Malaysia. Around the world, the leading cause of death among children was road and traffic-related accidents, which result in injuries to more than 120,000 children each year.

It was clear from the statistics that road safety across Malaysian roads needed to...

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