Buckle Up! Peugeot Road Safety Campaign

Peugeot Middle East & Performance Communications

Peugeot’s brand promise is to turn time into ‘quality time’ and as a result the brand wanted to focus on educating about Road Safety in the UAE and Saudi Arabia to make the time spent on the roads quality time too.

To bring the objective to life, Peugeot approached Taaleem, a local and popular educational provider in the UAE, to form a strong partnership to create real impact in the community and schooling system.

The partnership kicked off with the joint creation of a children’s book called Buckle Up! The book covered safety tips on the road in a fun and colourful way. Books were then distributed at school reading sessions and digitally to over 8,000 children, parents and 10,000 customers, and the message was communicated across social channels and through PR, targeting mummy influencers, resulting in a campaign generating over 163m in media reach.