CIVIC SENSE:

Wearing Helmet by Two-

Wheeler Riders
Submitted By:
Group-3 Section-A
Aditi Raj-18PGP007
Anant Berlia-18PGP020
Janumala Santha Kumar-18PGP068
Swathi Doddi Kiran Kumar-18PGP226
Sarvasuddhi Akhila-18PGP170
SSR Krishna-18PGP243
Storyboarding:

Conceptualisation of video:
1. Firstly we thought of targeting the audience directly with our video ad showing the
adversities of not wearing a helmet while driving a two-wheeler via accidents and death,
but that aspect is covered by all the campaigns in our day to day life. We dropped this
idea as this would have been very regular to the audience and we might not have been
able to grab the eyeballs and required attention.
2. Secondly, we discussed about doing a video where we thought of focussing some
different aspect and advantage of wearing helmet by bringing some funny appeal. The
idea(in snapshots) went like :
- Boys are usually concerned for their hairstyle and put forth the same reason for
not wearing a helmet.
- So, we thought of showing bird shit falling and ruining a guy’s hair,
- That’s when the traffic police comes into the frame and says, “ek Helmet, do
suraksha; Helmet lagao baal bigadne se bachaao”
In this idea, the team feared for the theme dilution , as the main impact of not wearing the
helmet was not getting shown
3. Next, we came up with an idea of a campaign where in police notes down the
defaulters(riders not wearing helmet) name and vehicle number and then the police
department acts as a secret santa whereby they send a parcel to the defaulters home. The
parcel contains a new helmet and a personalized note from police department stating the
"we care for you". By doing this we tried to communicate the main message and with an
emotional touch from the police department, with no funny appeal as such but in a lighter
way showing happy times during christmas celebrations
Storyboard:

Scene 1: In this scene the idea is to show a rider travelling without helmet, the police catches
him and notes down the details

Scene 2: A surprise gift is delivered at the doorstep of the defaulter on the christmas night
Scene 3: The defaulter receives the gift and wants to find out what it is and who is the sender

Scene 4: The defaulter is surprised to see a helmet with a letter accompanying it

Image 5: The Letter
What channel strategies we have thought to take off the campaign, all the strategies that we
use
Model of Communication
Tools of IMC
The 3 tools for the Integrated Marketing
Communication are the Message,
Media and the Time. Message is made
in a consistent way over the period of
time. The IMC is created in such a
way that there is no confusion among
the receivers. IMC creation is made in
such a way to reduce or avoid the
communication gap.
The major elements in this are the source encoding and receiver decoding. To make them work
it’s the channel and strategies which is use to propagate the message.
Source:
The communication is made in terms of video made by the college students of IIM Raipur. Being
students, they can influence the target audience in educating the importance of using Helmet and
following the traffic rules.
Message Encoded:
The overall content of the message in the video is in a structured way and is designed to deliver
the message and the intended meaning.
Message is developed by non-verbal way by using the video. By selecting the proper relevant
words and projecting the situation of the traffic police catching the person with out helmet. The
projecting the fear appeal to evoke the emotional response by showing the accident and injury if
one don’t use helmet. How the traffic department is connected in personal life by offering the
person with Christmas gift of helmet at the end makes the emotional connect.
Tag Line – This reflects the importance of the helmet and projecting its safety first.

Media Mix:
Social media platform is the media mix is chosen to promote the civic sense. By choosing this
media mix there will be the increase in coverage, reach and frequency levels.
Channel:
It’s the method by which the communication travels from the source to the receiver.
The social media channels are
a. Facebook
Posted the video on the Facebook platform to create awareness. To increase the spread
and reach to large number of people we have tagged the influencers, Traffic Department,
Traffic rules, trending pages so that it can increase the awareness and the spread.
Here the people have reacted to the video campaign and the poster which is share by
various comments, and also expressed their likes by reacting on the post and in turn
spreading it by doing shares.

Link -
https://m.facebook.com/story.php?story_fbid=2284447041661882&id=10000289825947
7

b. Instagram
The video is posted as the Instagram story and used various trending hashtags so that it
can increase the reach. By this we created the awareness of the importance of helmet.
Some of the hashtags that we used are #Traffic #Roadsafety #Suzuki #IImRaipur
#Trendingnow, etc.,
 Link - https://www.instagram.com/p/B5KsQkZnoNL/?igshid=ri9vwlpltw4j

These are the images of the campaign posted on the Instagram platform

c. LinkedIn
Posted the video and the poster on the LinkedIn platform to spread the message. Here it is
chosen to create awareness in professional way by using this platform.

Link - https://www.linkedin.com/posts/swathi-kiran-kumar-doddi-
16423ba0_imccampaign-helmetsaves-traffic-activity-6603623328655728640-_Caa
 These are the images of the campaign posted on the LinkedIn platform
d. Twitter
Link - https://twitter.com/kiran7793947650/status/1197868415827894272?s=19

Channel Strategies:
1. Implement Social Marketing campaigns
Implemented the social media campaigns in the various platforms by using facebook,
Instagram, linkedIn. Promoted the video and the poster.
2. Usage of effective and trending hashtags
Used trending and effective hashtags so the it easily increases the reach and influences
the target market.
3. Influence driver behaviour by video
Have used the driver behaviour to reflect the real time situation and emotionally connect
to the audience. So that they can related it to them.
4. Support enforcement of road and traffic safety rules
Used various hashtags and tagged them in publishing and promoting the campaign. Also
showcased the traffic police and the traffic rules in the video by supporting them.
 Poster Design:

The poster reflects the various phases that a person faces when he doesn’t use helmet.
Stage 1 – Getting caught by the police as not wearing the helmet.
Stage 2 – Met with an accident
Also showcased the family in the poster so that people will emotionally connect to it.