Mediacorp and APD urge Singaporeans to ditch animal behaviour on the road

National broadcaster Mediacorp and digital agency APD have rolled out a new road safety campaign aimed at tackling rage and ignorance displayed by certain road users in Singapore.

The integrated campaign uses the concept of drivers, cyclists and even pedestrians displaying animalistic behaviour during their journeys due to frustration or a lack of awareness of their surroundings.

Playing on this insight, APD created the slogan ‘StayHuman’, which encourages road users to maintain their empathy while in transit and not “ignore the world” like an ostrich or “charge through” it like a bull.

The campaign came together following a conversation on the Facebook page of non-profit organisation Share The Road about different government strategies for road safety.

According to the campaign press statement, Share The Road’s findings showed that 99 per cent of road frustration originates from a lack of empathy on the part of road users regardless of their transport medium.

Following this, APD created the pro-bono campaign concept and strategy. The agency subsequently teamed up with Mediacorp, who will run the series of ads in their print and digital titles, including on CNA and TODAY, and on their radio networks.

Mediacorp’s head of brand and communications Karen Yew said: “We believe this initiative is going to get people thinking twice before honking that horn or making a rude gesture.

“By adjusting our attitudes, we can be better versions of ourselves on the roads and make walking, cycling and driving safer and more pleasant for everyone. This is aligned with our commitment to positively impact our communities and build a better society.”

The campaign will run for the next three weeks.


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