Media Release Honda wins award Honda safety campaign recognised for corporate responsibility
Lisa Evans Honda Australia’s “Stupid Hurts”campaign has been recognised by the Australian Marketing Institute as a National Finalist in the 2006 AMI Excellence Awards.
Honda’s entry in the Corporate Social Responsibility category focused on the manufacturer’s concerted efforts to reduce the number of ATV related accidents and fatalities through promotion of sensible safety precautions.
As a leading manufacturer and the number one supplier of ATV’s, Honda’s philosophy is that any injury is one too many.
The manufacturer therefore launched an innovative and extensive safety awareness campaign targeting the rural community where the majority of 4-wheeled motorcycles are utilised.
The campaign includes an intricate communications program to deliver a simple, yet effective common sense message that reckless operational behaviour can result in serious injury – in other words, Stupid Hurts!
The ‘Stupid Hurts’ campaign encourages users to follow manufacturers’ recommendations to operateresponsibly, and includes a number of key messages disseminated via poster, stickers, advertisements and brochures as well as through rider training programs delivered by Honda Australia Rider Training (HART).
These messages include the importance of helmet use, having a sole operator, being of an appropriate age to ride the vehicle, supervising young riders, being aware of appropriate loading, ongoing rider training, and ensuring regular maintenance.
Honda is also leading the charge to educate and influence media angles relating to ATV use. The campaign targets rural press and other bodies so that the promotion of ATV’s via print and/or images is in a safe and responsible context; that is that riders are shown to be wearing appropriate gear, riding responsibly, etc.
Honda further encourages media to research ‘whole’ stories when incidents occur to ensure all facts are presented correctly.
The AMI award process recognises Honda’s Stupid Hurts campaign as ‘best practice’ for the category in which it was entered, as well as for the positive impact it has had on the intended community
published 24/10/2006 |