Road safety campaign from Ogilvy targets elderly with mobile sight and hearing tests

oldHearing and sight testing kits are being dispensed at locations around Singapore in a campaign for The Singapore Police Force targeted at elderly commuters

Ogilvy has created the road safety awareness push with out of home ad firm Clear Channel Singapore.

The dispensers, which carry the slogan, ‘Are You a Road Master” deliver a testing kit in four languages when an ez-link card or silver PAssion concession card are scanned.

It enables people to check their reaction, sight and hearing in a move to improve road safety.

The campaign is designed to target the elderly in an engaging way that does not patronise them, Clear Channel Singapore marketing manager Amanda Woo said.

“Older consumers have seen many forms of advertisements and they are savvy,” she said. “They don’t want to be patronised. They want information delivered to them engagingly, so let the advertisements speak to them and let them make the decision.

“Our collaboration with the Traffic Police delivered the exact intended outcome.”

More advertisers need to pay attention to “attitudes rather than age”, the firm added.

The campaign is supported by out of home poster ads across Singapore.


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