As a part of this campaign, we leveraged an alliance with Hanoi's most popular shopping mall to promote AIPF's "Wear a Helmet - No Excuses" year-long helmet wearing campaign. Deliverables included banners, t-shirts, and flyers with the key message developed with Grey Global Group / Vietnam: "I love my family, I wear a helmet".

Spokesmodel Miss Vietnam 2006 appears on print collateral to deliver the message and to provide celebrity endorsement. A motorbike drawing contest was designed to drive traffic to the communications delivered in the mall center atrium. "Sandwich board" wearing promoter people passed out flyers, registered contest entrants and delivered key messages. We also placed banners near major primary schools where parents wait on motorbikes to pick up children after school.

We issued a press release to mass-media sources in Vietnam to deliver the important message that fatalities and injuries caused by motorbike incidents impact families, friends and society. The media was invited to visit the mall to report the activities and communications tools. The tool drawing the most attention was a painted, key message bearing "speed-bump" in the mall and in parking lot egresses.