SITUATION ANALYSIS

Wear Seat Belt Awareness Issue

Amirah Syahirah Ahmad Saidi 1071120445 MMI 3033 Design Project 1 Media Innovation, Faculty of Creative Multimedia 18th July 2011 Delta 2011

TABLE OF CONTENT 1 1.1 1.2 1.3 THE ISSUE...1 Introduction.... 1 Problem Identification.. 2 Objective and Aims... 2 1.3.1 1.3.2 2 2.1 2.2 2.3 2.4 Objective.... 2 Aims...... 2

SUMMONS WHICH INVOLVED TRAFFIC OFFENSES INCLUDING NOT WEAR SEAT BELTS...3 Seat Belt Awareness Life Cycle.. 3 Statistic by Road Transport Department...... 3 Seat Belt Research..... 12 Factors of why young generation is not interested to wear seat belt.... 13 2.4.1 2.4.2 2.4.3 2.4.4 Attitude...... 13 Strategy of raise awareness about the importance of wearing seat belts......... 13 Infrastructure..... 13 Information........ 13

2.5 3 3.1 3.2

Method and Strategy Wear Seat Belt by Road Safety Department.. 14 THE SUPPORTING BRAND..... 15 Company Background........ 15 Corporate Profile....... 16 3.2.1 3.2.2 3.2.3 3.2.4 3.2.5 Introduction..... 16 Our Philosophy... 16 Vision.......... 18 Personality. 18 Identity..................... 19 Industry......... 20 Market........ 20 Market Segmentation....21 Brand Life Cycle.. 21

3.3

Industry and Market Analysis..... 20 3.3.1 3.3.2 3.3.3 3.3.4

3.4

Target Audience........ 22

3.4.1 3.4.2 3.5 3.6

Demographics.......... 22 Psychographics.........22

SWOT ANALYSIS......... 23 Competitors Analysis........ 24 3.6.1 3.6.2 Direct Competitor....... 24 Indirect Competitor....... 24

3.7 3.8 4 4.1 4.2 4.3 4.4 4.5

Marketing and Advertising Strategy........ 25 Products..................... 25 THE SUPPORTING ORGANIZATION..... 29 Organization Background......29 Vision of Road Safety Department........ 30 Mission of Road Safety Department......30 Seat Belt Awareness........ 30 4.4.1 4.5.1 4.5.2 Awareness as a Malaysian community........30 Demographics.......... 33 Psychographics.........33 Target Audience......... 33

4.6 5 5.1 6 7 8 9

SWOT Analysis.............. 34 Seat Belt Awareness Survey.......... 35 Analysis on survey.............. 35 APPENDICES............... 39 VISUAL DOCUMENTATION............... 42 PRECEDENT STUDIES...............46 REFFERENCE................... 49

Chapter 1: The Issue

1 THE ISSUE
1.1

Introduction

Safety belts help prevent deaths by keeping people inside their vehicles during crashes, preventing fatal blows within the vehicle and reducing the risks of internal injuries. Seat belts reduce the effects of the three potentially deadly forces that are triggered during a wreck, according to The Prevention Institute. The first force is the car hitting the object. The second is the body crashing into the inside of the car. The third is the body's organs colliding with bones. A seat belt works by stopping the force of the body so that it doesn't continue to travel at the car's speed before the crash. The belt also spreads the force of the abrupt stop over the larger parts of the body, including the pelvis, chest and shoulders. Intervention or initiative through the enforcement of seat belt is made in front of or behind the aim to reduce injuries and deaths when the accident occurred. Seat belts are designed to limit the amount of force with which one moves forward during a collision, as well as the distance forward one can move. Safety studies conducted at car manufacturing and design laboratories have conclusively stated that wearing a safety belt significantly reduces a passenger's chances of being injured or killed during virtually any collision. Seat belts help limit injuries from both head-on and rear-end collisions, although these injuries come in very different forms. You can probably remember learning seat belt safety all the way back on the first day of driver's ed. Seat belts are essential safety features, and many states require drivers and their passengers to wear seat belts any time they get in a car. Seat belts serve many functions, mostly related to safety in the event of a collision. Wearing your seat belt can prevent you from being ejected from the vehicle. It can also help you avoid high-speed impact with blunt objects in your car's interior, such as the dashboard. While seat belts play a large role in keeping you safe, they won't do you much good if they are defective. There is a wide range of seat belt defects, each as dangerous as the next. When you do have a seatbelt defect, you may be at greater risk for an injury in an auto accident.

Chapter 1: The Issue

1.2

Problem Identification

The main issue is the factors that cause people do not wearing seatbelt. Usually people feel uncomfortable wearing the seatbelt and take for granted until accident happens. There do not have awareness on importance of wearing a seatbelt. Some do not understand the laws of during safety on the road to minimize the impact of accidents by wearing a seatbelt. Sometimes people think about myths that seat belt can made a killer when accident happen. Also, some people think air bags are enough to protect them from any danger, thus they ignore the seatbelt. All these problems happens due lack of awareness campaign to give the important information and knowledge to all the young generation on why should wear seat belt for safety. They should get the infective information on the rights vessels such as campaign, advertisement education or others that will give the effectiveness.

1.3

Problem and Aims

The focus on this project is to get reason and opinions on why Malaysians especially young adult are not interested to wearing seat belt and also wants to enlightens the public about the awareness and importance of wearing seatbelt for save their life.

1.3.1 1.3.2

Objective To create awareness among different ages, need to have different approaches in order to attract the public by using creative and constructive method Campaign about the importance of seatbelt to get awareness should be done in schools as a strategy to deliver information towards child and teenagers. To get opinion, facts and point why Malaysians not interested wear seat belt. Aims All generation will make this seat belt issue as a part of their life and make it as important thing to have a loved ones and a good life. People will get to know how important seat belt and get awareness about wear seat belt can saved our life.

Chapter 2: The Summons

2 SUMMONS WHICH INVOLVED TRAFFIC OFFENSES INCLUDING NOT WEAR SEAT BELTS 2.1 Seat Belt Awareness Life Cycle

Many Malaysians do not care about personal safety while on the road. Sure explains a variety of reactions to the statement. Of course, there are agreed, and some object .The level is decline stage because of the lack of fresh campaign that could attract the young generation and people nowadays are different and some kind of creative important element should be put in order to attract this kind of generation. In fact, many are aware that the method could reduce the impact of mortality by 50 percent if the vehicle involved in an accident. The impact wearing seat belts can reduce serious injuries by 45 percent, including a minor injury by 50 percent. At the same time, able to reduce the impact shock to the driver and front passenger at a rate of 75 percent. Everyone knows about the benefits and rationale for enforcement of seat belt rear seat. It made a lot of explanation. However, the level can be improved back to the better level to make sure people can take this as serious attention and get the better and more important information and knowledge on why they should wear seat belt.

2.2

Statistic by Road Transport Department

These are statistic given by Road Transport Department according to every state in Malaysia. The statistic is about summons which involves traffic offenses including not wearing seat belts in year 2009.

Chapter 2:The Summons

Perlis
Counterfeit license Seat Belt Societies mirror 0 224 Mobile Phones Drive Under Age

278

118 0

Percentage of people not wear seat belt: 45%

Percentage of people not wear seat belt: 59%

Chapter 2: The Summons

Percentage of people not wear seat belt: 31%

Perak
Counterfeit license Seat Belt Societies mirror 0 230 Mobile Phones Drive Under Age

367 45

743

Percentage of people not wear seat belt: 54%

Chapter 2: The Summons

Percentage of people not wear seat belt: 52%

Percentage of people not wear seat belt: 51%

Chapter 2: The Summons

Percentage of people not wear seat belt: 40%

Percentage of people not wear seat belt: 52%

Chapter 2: The Summons

Johor
Counterfeit license Seat Belt Societies mirror 0 545 1304 761 74 Mobile Phones Drive Under Age

Percentage of people not wear seat belt: 48%

Percentage of people not wear seat belt: 58%

Chapter 2: The Summons

Percentage of people not wear seat belt: 50%

Percentage of people not wear seat belt: 48%

Chapter 2: The Summons

Percentage of people not wear seat belt: 55%

Percentage of people not wear seat belt: 53%

Chapter 2: The Summons

Percentage of people not wear seat belt: 58%

This situation supposed not be happen in this country and nobody still do not to change our attitude and get to know about the awareness how important to wear seat belt while are driving. Is it the publicity done by RDS itself not yet aggressive enough for attract Malaysian community or because there do not have the right way to aware our community to support seat belt awareness campaign. So RDS or others organization included must do something to make sure Malaysian community get well knowledge about seat belt awareness campaign.

Chapter 2: The Summons

2.3

Seat Belt Research

Seat belts are designed to give a high level of protection in the event of a crash. They are designed to adjust automatically to fit the user, to be convenient and easy to use. New drivers are disproportionately involved in accidents, especially in the first months after passing a driving theory test. It has been proven that drivers who have taken hazard perception test training have much better hazard perception test skills. Wearing the seat belts can reduce the injuries of that person as it stops that person to come out of his seat and hit other interiors of the car which is also called second impact. Despite of risk of serious injuries, and facts that seat belts can be effective in saving the life of people sitting in the vehicle, many people still neglect the use of seat belts while driving. The law: By law must wear a seat belt in cars and goods vehicles where one is fitted. There are very few exceptions to this. The driver is liable to prosecution if a child under 14 years does not wear a seat belt or child restraint as required. Children up to 135cms tall must use the correct child restraint for their weight (not age) when travelling in the front or back seat of any car, van or goods vehicle. There are very few exceptions. Read more about child car seats. 'Child restraint' means any of baby seat, child seat, booster seat or booster cushion. A child can use an adult belt when they reach 135cm or their 12th birthday, whichever comes first. In buses and coaches with seat belts fitted, passengers aged 14 years and above must use them.

There cannot be many people out there drivers or otherwise who do not understand the importance of wearing a seatbelt when driving or when travelling in a vehicle. It is an obvious safety measure, yet many people still continue to get behind the wheel or travel as a passenger without securing their seatbelt. This puts their own lives and the lives of others in danger. The purpose of this article is to look at the reason seatbelt usage is so important, the legal requirements, the risk of not wearing a seatbelt and the penalties if you are caught.

Chapter 2: The Summons

2.4
2.4.1

Factors of why young generation is not interested to wear seat belt

Attitude

Young generation does not give more priority to support to wear seat belt as a safety lives. This group had given a lot of personal reason which is factor figured why they must wear seat belt. Lazy and ignorant Feel not important Its tiresome want to feel free Careless and un aware Malaysian culture Lack of awareness

2.4.2 Strategy of raise awareness about the importance of wearing seat belts
Road Safety Department with partners are actively carrying out campaigns related to the importance and priority to use seat belts through advocacy campaigns and spreading through websites such as facebook, twitter and others to increase public awareness and understanding throughout the country. Law enforcement by JPJ and police on an ongoing basis throughout the country.

2.4.3 Infrastructure
The qualified community wont spend their time by waiting and installation of rear seat belt or they got problems to go any branch of the cars involved into this issue.

2.4.4 Information
These are a few reasons given by the young generation Don't know how dangerous it is not to wear it Seat belt is annoying and always stuck Not used to wearing it plus the don't think about the consequences if not wearing it Going somewhere nearby Doesnt necessary? Because they think it is not important Lazy

Chapter 2: The Summons

2.5

Method and Strategy Wear Seat Belt by Road Safety Department

Based on research that had been done by a group of researcher chosen by RDS, since 1st January 2009 these people have to wear seat belts. Although a few of road users does not support this law, the average number of those who supported this legislation in place. A lot of new ways had been introduce and a few seat belt programs already running with more aggressive and these are a few new strategy by RDS Road Safety Department with partners are actively carrying out campaigns related to the importance and priority to use seat belts through advocacy campaigns and spreading through websites such as facebook, twitter and others to increase public awareness and understanding throughout the country. Law enforcement by JPJ and police on an ongoing basis throughout the country. Actions taken in the Honda for a seat belt installation program for the rear passengers to their customers such as I. Information related to the installation of seat belts through the website II. Distribution of leaflets III. Display a message via buntings and banners Increasing community participation that involves employers, community leaders, politicians, religious leaders, education experts, professional bodies, voluntary organizations and youth groups to achieve the implementation of programs and initiatives wearing a seat belt a more comprehensive and effective. Infrastructure development and enforcement capabilities (example: Surveillance Camera Enforcement System) Program incentives , penalties (merit / demerit) Training programs for enforcement officers Comprehensive program of resource planning Media campaign to raise awareness of consumers, brochures, promotional efforts through television, radio, newspapers.

All these strategy and programs that been done by the RDS, the only thing is the awareness among community regarding the issue. Whatever programs by RDS, the only thing is the attitude among community which they should aware their right to love their self and the loved ones. People should already know about this , but because of attitude they not into this kind of issue.

Chapter 3: The Supporting Brand

3
3.1

THE SUPPORTING BRAND

Company Background

On 15 November 2000, a partnership between Honda Motor Co. Ltd. of Japan, DRB-HICOM Berhad and Oriental Holdings Berhad resulted in the birth of Honda Malaysia Sdn Bhd, a company committed to offering the "Highest Customer Satisfaction in Malaysia". Since then, Honda Malaysia has been a solid and aggressive player in the Malaysian automotive market. Each year, it progresses so rapidly that it set up a plant in Pegoh, Melaka. With this new plant, not only is Honda Malaysia optimistic of achieving high sales every year, it has further strengthened Honda's reputation in Malaysia. Honda Malaysia rides strongly on its slogan "The Power of Dreams". It signifies the everchanging and growing needs of the future. A future with better technology, along with better value. At Honda we aim to turn dreams into reality. We dream of flying. We dream of creating a robot to help us. We dream of making all cars as green as the forest. We dream of how much more fun and exciting life could be. Dreams are what move us forward, and make the world a better place. When people share dreams, the power of dreams grows. No challenge is too daunting, no goal too distant. At Honda, everyone is encouraged to express and realise their dreams for the collective vision of creating a better and brighter future for our next generation. Therefore, Honda will continue to make dreams happen by providing our customers with countless innovations. At Honda we strongly believe that the only way to embrace the future is to continue to dream dreams, no matter how big or small they are.

Chapter 3:The Supporting Brand

3.2
3.2.1

Corporate Profile
Introduction

Honda Motor Co., Ltd. operates under the basic principles of "Respect for the Individual" and "The Three Joys" ,commonly expressed as The Joy of Buying, The Joy of Selling and The Joy of Creating. "Respect for the Individual" reflects our desire to respect the unique character and ability of each individual person, trusting each other as equal partners in order to do our best in every situation. Based on this, "The Three Joys" expresses our belief and desire that each person working in, or coming into contact with our company, directly or through or products, should share a sense of joy through that experience. In line with these basic principles, since its establishment in 1948, Honda has remained on the leading edge by creating new value and providing products of the highest quality at a reasonable price, for worldwide customer satisfaction. In addition, the Company has conducted its activities with a commitment to protecting the environment and enhancing safety in a mobile society.

3.2.2

Our Philosophy

Dreams inspire us to create innovative products that enhance mobility and benefit society. To meet the particular needs of customers in different regions around the world, we base our sales networks, research and development centers and manufacturing facilities in each region. Furthermore, as a socially responsible corporate citizen, we strive to address important environmental and safety issues. Basic Principles Respect for the Individual The Three Joys (the joy of buying, the joy of selling, and the joy of creating)

Company Principle Maintaining a global viewpoint, we are dedicated to supplying products of the highest quality yet at a reasonable price for worldwide customer satisfaction. Management Policies Proceed always with ambition and youthfulness Respect sound theory, develop fresh ideas, and make the most effective use of time Enjoy your work and encourage open communication Strive constantly for a harmonious flow of work Be ever mindful of the value of research and endeavor

Chapter 3: The Supporting Brand THE HONDA WAY From its early days, Honda has been implementing proactive measures to help solve environmental challenges. While the need for action on a global scale only finally became clear to all in the middle of the 1980's as strains on the environment started becoming all too apparent, our efforts go all the way back to the 1960's when concerns for air pollution first started to grow. As they continue our on-going efforts, they have set for ourselves clear numerical targets to help preserve our environment and strive to be a company society wants to exist' through leadership in environmental and energy technologies. QUALITY To strengthen customer trust by offering products founded in safety and offering a new level of outstanding quality, Honda has created a quality cycle that continuously enhances quality at every stage, design, development, production, sales and after-sales service CUSTOMER FOCUS Honda has always worked closely with its dealerships to maximize customer satisfaction. Every step of the way, from purchase to after-sales service, dealerships work hand in hand with Honda to earn and maintain the trust of customers. TEAMWORK Honda is proud of the spirit of independence, fairness, and trust that emerges from our basic principle of respect for the individual. They believe this spirit should permeate all our relationships, not only with those in the Honda Group, but also everyone in all companies with which we do business. SPEED AND SAFETY They will strive to provide a safe, hygienic and comfortable work environment for every Honda associate. CARING In order for Honda to be a good corporate citizen with strong roots in the community and society at large, they will actively participate in activities that contribute to the well being of society also proactively seek the means to protect the environment.

Chapter 3:The Supporting Brand

3.2.3 Vision
Focusing on environmental-friendliness, quality and cost competitiveness, self-reliability and conduciveness, the plant also realizes our long-term vision to become a major player in the ASEAN region.

3.2.4 Personality
PARTNERS IN RELIABILITY The Honda plant in Lincoln deserves of high praise thanks in no small part to its maintenance and reliability prowess. Professionals from several internal and external organizations oversee these duties and ensure that the plant environment is productive and problem-free. The main dissection is between production maintenance and plant services. Production maintenance is responsible for the health of the capital assets that are directly tied to producing automobiles and their V-6 engines. Plant services are responsible for ensuring the health and performance of all of the fixed assets that do not build a car or its components. ANALYSIS WHEEL
Breakdowns of any sort can be a huge distraction. So, maintenance and plant services at this Honda site minimize the possibility and, subsequently, the quantity and duration of failure through various means. One method is the employment of a problem-analysis wheel. The wheel is set into motion following the response to an unforeseen failure event.

DETECT AND DIAGNOSE The Honda plant also works to avoid failures by using high and low tech tools, and tons of data. The maintenance and plant services groups have plenty of predictive maintenance technologies at their disposal. They help pinpoint potential issues before they become larger-scale problems. But Larue also promotes the use of subjective tools and techniques. THE RIGHT ATTITUDE A well-known quote from company founder Soichiro Honda goes; Superior products don't result from an attitude that allows disarray, untidiness and uncleanliness in the work environment. With physician-like diagnosis skills and surgeon-like precision, the maintenance and plant services personnel at Honda's Lincoln, Ala., location target elements of disarray, untidiness and uncleanliness, and remove all of these distractions. The end result is a winning attitude and an environment that is productive and efficient, organized and reliable.

Chapter 3: The Supporting Brand

3.2.5 Identity
Honda's commitment to Safety for Everyone is not limited to the needs of car drivers and motorcycle riders but rather extends to passengers, pedestrians, and occupants of all vehicles in a word, to everyone on the road. They will continue to develop and refine its innovative technologies and work to equip our automobiles and motorcycles with the most advanced, effective safety technologies possible. Our goal is nothing less than the safety of all those who share the road in our mobile society. Aiming for Safety for Everyone, Honda is tackling safety issues from both product and educational perspectives. They are working to ensure that our vehicles deliver the best possible safety performance. They are also promoting safe driving skills and awareness among our customers and society at large. Honda has always been in the vanguard of safety, leveraging original intelligent systems to bring active safety technologies to market.

Chapter 3: The Supporting Brand

3.3

Industry and Market Analysis

3.3.1 Industry
Automotive Automotive industry is one of the worlds largest industries as it market of vehicle products. Centrally located in the ASEAN region with a population of more than 500 million people, Malaysia offers vast opportunities for global automotive and component manufacturers to set up manufacturing and distribution operations in the country. Pragmatic government policies, political and economic stability, sound economic fundamentals, well-developed infrastructural facilities and an educated and skilled labor force have attracted major international automotive and component manufacturers to invest in Malaysia. The rapid growth of the economy and the high purchasing power of its population have made Malaysia the largest passenger car market in ASEAN. The industry has boosted the development of engineering, auxiliary and supporting industries and contributed to skills development and the upgrading of technological and engineering capabilities. These factors have further enhanced the attractiveness of Malaysia as a base for global automotive manufacturers.

3.3.2 Market
Passenger Cars Passenger cars in one of the most important markets in the world especially in Malaysia as it provides needs to target market in Malaysia. Its products ranges from Honda City to Honda Accord Hybrid.

Chapter 3: The Supporting Brand

3.3.3 Market Segmentation

Market Segmentation: Target Market | Target Audience

3.3.4 Brand Life Cycle

HONDA Life Cycle The Company has grown to become the world's largest motorcycle manufacturer and one of the leading automakers. With a global network of 492 subsidiaries and affiliates accounted for under the equity method. It already passed the introduction period and had been in decline period in 2004 because of economic impairment and currently they moved to growth back and get maturity period date. Honda develops, manufactures and markets a wide variety of products, ranging from small general-purpose engines and scooters to specialty sports cars, to earn the company an outstanding reputation from customers worldwide.

Chapter 3: The Supporting Brand

3.4
3.4.1

Target Audience
Demographics

Age: 21 - 35 Gender: Male and Female Education: High school and above Occupation: Working Men and Women Income Range: RM 2000-RM 5000 Race and Ethnicity: All Geographic Location: Urban and Suburban

3.4.2 Psychographics
Perception The target group love to use cars. Have a big passion about cars engine and in the same time the engine can save a fuel. Mostly there are from all place and they all ready know about this Honda brands. Learning The group is always up to date about this brand into latest news on cars and the technology. They always need the different from the others brand have. Motivation and Needs The target group wishes to be in the front of car industry and the technology behind it. The always update themselves with lots of latest news on the car. Attitude They care about environment and love to support Green day. In automotive news, they have been blabbing a lot about hydrogen vehicles a lot. Each one has its preferred hydro car. Personality Love environment and always update to the new thing in car industry. Have a exclusive and luxury passion.

Chapter 3: The Supporting Brand Lifestyle They are love environment and want the best for our life and earth. This group has a high passion about exclusive and luxury cars.

3.5

SWOT ANALYSIS

Strength Have a strong customer community Have a strong brand name in the eye of the world Experience of management team A group supports the government especially in environment by Go Green Cost savings for a new models when they focusing on fuel and save the environment Ties with other ASEAN market are strengthening at all time

Weakness Quality of issue effects brand image of Honda caused by alarm key, installed alarm system and wheel studs.

Opportunities Build many factories in the Asian and at the same time the growing jobs opportunities and reduce unemployment.

Threats When there is a lot of building factories to increase employment opportunities, other companies cannot get workers from the local people again.

Chapter 3: The Supporting Brand

3.6

Competitors Analysis

3.6.1

Direct Competitor Toyota Motor Company Ltd Nissan Lexus General Motors (Cadillac, Chevy, Saturn, GMC) Ford Mazda Hyundai Chrysler

3.6.2

Indirect Competitor Naza World Naza Kia Sdn.Bhd Proton Perodua

Chapter 3: The Supporting Brand

3.7

Marketing and Advertising Strategy

In 2010, Honda announced within and beyond its organization that the companys direction in the period leading to the year 2020 would be "to provide good products to our customers with speed, affordability and low CO2 emissions." By "good products" we mean to embody customers' wants and needs in attractive products using Honda's unique technologies, knowledge and ingenuity. Such good products must be delivered with speed without making our customers wait, and at affordable prices that make our customers happy with their purchase. This is the direction Honda will take. "With low CO2 emissions" represents our conviction based on the strong sense of crisis that, as a manufacturer of personal mobility, Honda will have no future unless we achieve a significant reduction of CO2 emissions. This focus is encapsulated in the Honda Environmental Vision of a future in which environmental initiatives will allow people to realize the joy and freedom of mobility and a sustainable society where people can enjoy life. In this vision, Honda has expressed its strong determination to contribute to a society based on sustainability and harmony so that it can continue to offer excitement to its customers through products and services used for personal mobility and other areas of life.

3.8

Products

Hybrid Cars

Honda began research into hybrid vehicles with a view to enhancing the fuel economy of gasoline engine automobiles to the highest degree possible. In 1999, Honda began sales of the firstgeneration Insight hybrid vehicle, which featured Hondas proprietary Integrated Motor Assist (IMA). In IMA, a gasoline engine serves as the main source of power and an electric motor provides additional power as needed. After the launch of the Insight, Honda rapidly expanded its hybrid lineup in markets around the world. In February 2009, Honda launched the all-new Insight hybrid vehicle. Combining a newly developed 1.3 L i-VTEC engine with IMA, the all-new Insight offered customers greatly enhanced real-world fuel economy. In addition, the Ecological Drive Assist System (Eco Assist) helped customers realize the full benefits of Honda hybrid technology and further enhance full economy. One year later, in February 2010, Honda launched the CR-Z hybrid sport coupe, the worlds first hybrid to offer a 6-speed manual transmission*1 for fun, sporty driving. In addition to dynamic and advanced exterior styling, the CR-Z featured a powerplant comprising a 1.5 L i-VTEC engine and IMA. As a result, the CR-Z combined powerful, exhilarating performance with outstanding fuel economy of 25 km/L,*2 creating a completely new kind of value in the hybrid category. In October 2010, Honda added the Fit Hybrid to the Fit lineup. Thanks to Hondas advanced packaging technologies, the IPU (Intelligent Power Unit) consisting of the PCU (Power Control Unit) and IMA battery is located beneath the cargo area floor. As a result, the Fit Hybrid maintains the lineups spacious cabin, convenient seat arrangements and generous cargo area while offering outstanding fuel economy of 30 km/L*3 and fun driving performance.

Chapter 3: The Supporting Brand

1. Fit-Jazz Hybrid
B-Segment Exterior C-Segment Interior

2. CR-Z

Honda's sporty hybrid coupe

Chapter 3: The Supporting Brand

3. Insight

Aiming for the lowest fuel consumption

4. CIVIC Hybrid

Hybrid Technology for Everyone

Chapter 3: The Supporting Brand

5. Accord Hybrid

More Power. Less Gas

Chapter 4: The Supporting Organization

4
4.1

THE SUPPORTING ORGANIZATION

Organization Background

Road Safety Department (Headquarters) was established in 2004 by Warrant Bills. K 78 dated 15 September 2004 issued by the Ministry of Finance. The last time to make the restructuring of RSD is in May 2006 by Bil Warrant. K 37 dated May 11, 2006 in which PSD has approved the establishment of the State with overall RSD of 98 staffing positions and one post of Assistant Statistical Officer at the Headquarters. On February 16, 2007, Warrant for 14 posts of drivers in the State RSD has been approved. Number of existing positions in RSD Headquarters at present was 32 and RSD of the State is 112. RSD is facing some serious challenges to implement the planned program and the targets set under the 5-Year Plan. Within a year of, the RSD has managed to increase road death rate of 4.2 deaths per 10,000 registered vehicles in 2005 to 3.95 deaths per 10,000 registered vehicles in 2006. In addition, a number of minor accidents involving injuries were reduced by 11.454 between 2005 and 2006 where in 2005 the number of accidents stood at 31.429 and a 19.884 in 2006. The department has developed a Road Safety Plan 2006-2010 and it was launched by YAB Prime Minister after chairing the Cabinet Committee on Road Safety on May 15, 2006.

Chapter 4: The Supporting Organization

4.2

Vision Of Road Safety Department

The vision of Road Safety Department is to be death is zero due to road accidents.

4.3

Mission Of Road Safety Department

Make Malaysia a country that has road safety level equivalent to a developed countries by 2010, such as: 10 deaths per 100,000 population 2 deaths per 10,000 registered vehicles 10 deaths per billion vehicle kilometers

4.4
4.4.1

Seat Belt Awareness

Awareness as a Malaysian community

1. Preamble Beginning June 1, 2008, the Government began a campaign to advocate wearing seat belts rear seat. It is an approach to implement a new policy of road safety seat belt wearing a seat back, before enforcement action is initiated. This advocacy campaign will be held for a period of 6 months. This advocacy campaign aimed at familiarizing the public on the application of the new seat belt rear seat. Officers of the Road Transport Department (RTD), the Royal Malaysia Police (PDRM) and the Road Safety Department (RSD) will provide advice on operations throughout the country. In this operation, any rear seat passenger who is found not wearing a seat belt will be given advice (including providing brochures and stickers) on the importance of wearing seat belts rear seat. For vehicles registered after 1 January 1995 and has anchorage points, but not installed seat belt rear seat, the vehicle owner is given a period of three years to install seat belts rear seat. Period of three years beginning from January 1, 2009. The Government has received cooperation from the industry and some vehicle manufacturers to install seat belts for free back seat of a vehicle has yet to be fitted with seat belts rear seat. If the number of passengers exceeds the number of rear seat belts, the driver is responsible for ensuring that all seat belt rear seat that is fully utilized. If we fail, legal action would be taken against the driver of the vehicle. Rules of the Motor Vehicles (Seat Belts) Regulations 1978 in respect of the application of existing safety belt of the front seats are still applicable to all types of vehicles.

Chapter 4: The Supporting Organization 2. Why Malaysian community must wear seat belt and installable rear seat belt? Road users awareness of the importance of wearing rear seat belts should be further enhanced as the number of registered deaths for passengers not wearing seat belts back in the state, can be said to be at high level. Last year alone, the Road Safety Department estimates that a total of 150 deaths rear passengers are not wearing rear seat belts has occurred. 3. The age limit will be charged a summons. To wear seat belt there have The driver has no age limit Passengers 17 years and above No Compromise 4. Type of summons There have a lot of types summons provide by Police or Department of road transport. They are Under the Road Transport Act 1987, the rules of Motor Vehicles (Belt calendar) (Amendment) Act 2008, a compound of RM300 will be imposed on violation of this rule. For drivers not wearing seat belts, they will be summoned immediately. For passengers, they are 17 years old and above, a summons will be issued to themselves and not the driver. for those aged 17 years and below, the advice will be given. For minors 17 years of department and the partner will provide advice on aspects of the use of child restraints include child car seats (0-2 years), child safety seats (2-4 years), booster seat (50-10 years), and the calendar string adults (11-17 years)

5. Exemption from wearing seat belts They have type of exemption from wear seat belt. They are Any person in a police car, military or fire service or ambulance duties or member of emergency aid. Any person who is certified by two registered medical predictor in terms of health cannot wear seatbelts Any person or class of persons who may be exempted by the Minister by order from time to time Disabled are not exempt from this law unless a certificate of doctor

Chapter 4: The Supporting Organization The foreigners also among those not exempted, and they must comply with the laws applicable in Malaysia

6. Costs of installing rear seat belts and place For the period up to December 2011, the installation for free on offer for owners of Perodua vehicles, Proton and Honda who registered after January 1st 1995. Related to vehicle owners can call the hotline for booking. Warning offer period for free installation will end December 31, 2011. 7. Research carried out on the effectiveness of rear seat belt. Research carried out on the effectiveness of seat belt rear seat to reduce mortality and the rate of road accidents in Malaysia. At a speed of 50 kmph, weighing 60 pounds rear passenger not wearing a seat belt can hit the front seats to the impact of 2.4 tonnes which is 40 times the weight of the individual Risk of injury for those pliers are not comply will be increased by 50%. Based on the statistics of 2007, the use of rear seat belts by all passengers of private cars can save 175 deaths, 350 cases and 1050 cases of seriously injured was seriously hurt. The implementation of rear seat belts can contribute to reduce the mortality rate of 50%,45% of serious injuries and minor injuries by 50% for passengers in the back. It also can contribute to reduce the risk of driver and passenger in front of 75%.%

8. Malaysian Community must change and have positive thinking Many licensed drivers who already have a valid driving license have to forget the importance of defensive driving practice context. This is due to many reasons especially because often fail and make sure the belt is always used by the driver behind the back and front, there is a negative attitude that exists within the driver, in addition to failing to control stress and so on. To ensure this does not happen all the authorities need to conduct tests on each individual re-licensed so that they do not forget the importance of defensive driving practices, particularly in terms of wearing seat belts front and rear. Therefore, the driver must always concern about the passengers and personal property and to reduce the accidents that do not involve life.

Chapter 4: The Supporting Organization

4.5

Target Audience

4.5.1 Demographics
Age: 17-35 Gender: Male and Female Education Level: Secondary and above Occupation: Universitys student, working men and working women Income range: RM500 and above Race and Ethnicity: All Geographic Location: Urban and Suburban

4.5.2 Psychographics

Perception: Wear seat belt either in front or rear is becoming serious issue and awareness towards the young generation until adult is needed. Learning: Internet, social network, news paper, media electronic and life experience. Motivation and Needs: High awareness among generation and have a high responsibility on their own life and the loved ones. Attitude: Aware and concerned about safety Personality: Responsive towards road safety Lifestyle: Modern and Busy make them are careless.

Chapter 4: The Supporting Organization

4.6

SWOT Analysis
Done a lot of publicity to attract Malaysian community with the media such as media electronic news paper and banners Increase awareness and understanding of road users with a way to educate and raise awareness and understanding of road users through the implementation Establishing close cooperation with the private sector / corporations to encourage their participation in the program of road safety through the Community Based Programs (CBP) as the Rural Helmet Initiative (RHI) and Road Safety Education (PKJR) or the Road Safety Education (RSE).

Strength

Weakness
Less fund to do the big promotion and publicity. Do not take a big risk on new media such as social networking. Limitation on publicity. The good idea or good way to publish any promotion have been limited to the only few type media.

Opportunities
Internet is a new way to publish any promotion such as new social networking trend could be used by RDS to attract young generation to get awareness by sharing video promo, posters and others in order to cut cost. Online booking connect by any organization used by any branch of cars to installed rear seat belt. So people can do it anywhere and anytime. Nowadays people like to buy car stickers and is advantage for RDS to produce this thing.

Threats
RDS itself does not want to take risk by publishing their video through social networking like Facebook or YouTube due to they will received bad comments from the people who do not change our attitude. If they want to do online booking, they need some commitment from other organization to make sure this online booking which it can take a lot of time to do.

Chapter 5: Seat Belt Awareness Survey

5
5.1

Seat Belt Awareness Survey

Analysis on survey

Based on survey on my observation, I have learnt that level of awareness towards wear seat belt is still lack. To know more about the level of awareness and opinion towards the issue and also towards the Seat Belt itself, a total number of 25 surveys were distributed online to public and here are results:

Most of the people who answer this survey was male and most of them was around 22till 25 years old who answered this survey. Yet,60% of them are student.

Chapter 5: Seat Belt Awareness Survey

96% of them driving a car and aware about seat belt, but not good enough to attract young generation to wear seat belt while only have 8.3% do not wear seat belt with question.

These are all the response given by the respondent on why they did not wear seat belt. The same reason given by most not comfortable with wear seat belt. Thus there are still people who are not aware of the importance wearing seat belts. This group shall give effect to other young generation.

Chapter 5: Seat Belt Awareness Survey

Most people agreed about seat belt can saved our life about 96%, otherwise still have people not believe about seat belt can avoid serious injury when accident happened in the same time can saved our life. They also learnt about seat belt awareness, mostly 64.2% from Radio and Television other than that from School, college, university, friends and family about 16%. This campaign must come up with aggressive theme included many organization involved to make sure all level of Malaysian community get the awareness of this campaign.

Chapter 5: Seat Belt Awareness Survey

too lazy to wear. die faster want a fast suicide! Lazy and ignorant They buying "dead ticket" feel not important mybe they are lazy i guess .. or they don't know how dangerous it is not to wear it its tiresome wanna feel free Some people feel uncomfortable wearing seat belt. Also, sometimes when travelling for only a short distance, some people dont feel the needs of wearing a seat belt. Malaysian culture lazy doesnt necessary ? malas seat belt is annoying and always stuck~! they are not used to wearing it plus the don't think about the consequences of not wearing it because they think it is not important hmm they are lazy people not important for them. May be they r going somewhere nearby. lack of awareness

The question asking about why people dont wear seat belt. Some of respond that they think seat belt is not important and make them stuck with it. Some said travelling for short distance and lazy to wear seat belt and some of them mention about Malaysian culture. By these answer the RDS campaign is not successful enough to attract people to wear seat belt.

Around 60% of them trust that advertisement such as at Television, Radio and Magazine can make this campaign successful and followed by school, college and university education.

Chapter 6: Appendices

APPENDICES

Why Malaysian Community Do not Wear Seat Belt?

People still think of the law that requires rear passengers to wear seat belts at the moment suspended. Director of Road Safety Department (RSD) of the country, Norazle Solomon said, in the Ops Guidance which was held recently from the 250 vehicles inspected a total of 30 are not wearing rear seat belts. He said the average driver when interviewed said they had not know about the implementation of the law that requires the rear passengers to wear seat belts has actually been accomplished. When told that RSD did not revoke the rules, they express surprise and regret that we did not know it was an offense liable to a maximum fine of RM300, "he said when contacted by The Star yesterday. He said the Ops Guidance conducted by the Road Safety Department in cooperation with the police headquarters; Georgetown found that the level of public awareness on the use of seat belts rear passengers is still low. Norazle said, some passengers are wearing seat belts only when the saw enforcement personnel only and remove it again after that. The matter he said, quite clearly showed that motorists are still adamant to comply with regulations that have already been set even if it knows the maximum fine of RM300 each suit. He said, based on studies of the Institute of Road Safety Research (Miros), the rate of seat belt use compliance is also declining. Miros research shows the level of the rear seat belt usage in particular has declined from 48 percent in March 2009 to 20 per cent until March 2010, "she said.

In this project, the focus will be on why this group is not interested to wear seat belt and use their right attitude to make sure further guaranteed and safe life. The important thing is they can train new generation to make sure them have a good attitude on the road and get a better life.

A Final Year Project by Amirah Syahirah Binti Ahmad Saidi 1071120445 Bachelor of Multimedia (HONS) Media Innovation Multimedia University

Chapter 6: Appendices

A seat belt awareness campaign survey

1. Gender Female Male 2. Your age? 18-21 22-25 26-30 31-35 3. Level of Education? Student Workers 4. Do you drive? Yes No 5. Do you wear seat belt while you are driving? Yes No 6. If no why?

7. Do you aware that seat belt can saved you and your loved one's life? Yes No

Chapter 6: Appendices

8. Have you learnt about seat belt awareness campaign? If yes, from where? School/college/university Friends/Family Radio/Television Magazine/News Paper 9. What is your opinion why people don't wear seat belt?

10. What is your suggestion to ensure people out there is aware about importance wearing seat belt? By organization campaign Advertisement(Television, Radio, Magazine) Education(Schools/ college/university) Other (please specify)

Chapter 7: Visual Documentation

VISUAL DOCUMENTATION

FIRST PROMO

Chapter 7: Visual Documentation SECOND PROMO

Chapter 7: Visual Documentation PROMO THREE

Chapter 7: Visual Documentation PROMO FOUR

Chapter 8: Precedent Studies

PRECEDENT STUDIES

Chapter 8: Precedent Studies

Chapter 8: Precedent Studies

Chapter 9: References

REFFERENCE

1.Mat Zaid B, Yunus Road Safety Officer Road Safety Department Ministry of Transport Malaysia, Level 2, Block D5, Complex D, Federal Government Administrative Central, 62616 Putrajaya Malaysia 2.Norlida Bt. Abdullah Assistant Public Relations Officer Road Safety Department Ministry of Transport Malaysia, Level 2, Block D5, Complex D, Federal Government Administrative Central, 62616 Putrajaya Malaysia 3.Ibu Pejabat Polis Diraja Malaysia Bukit Aman 50560 Kuala Lumpur. 4.Sales & Marketing Office Honda Malaysia Sdn. Bhd Sales & Marketing Office, Lot 15, Jalan 13/6, 46200 Petaling Jaya, Selangor Darul Ehsan 5.http://www.honda.com.my 6.Blok D4, Jabatan Pengangkutan Jalan (jpj) 62616 Putrajaya 03-8886-6400