Changing Mindsets on Road Usage Behaviour

Client : Persatuan Insurans Am Malaysia

Campaign: "Play Your Role" Road Safety Video

The Challenge

Malaysia's road accident death rates is one of the highest in the world, mostly due to poor driving habits. Yet, Malaysians are not going to be receptive to "another typical road safety" preaching video with gory scenarios. We needed to send the message in a different way.  


Cogent’s Strategy


With the support of Ministry of Transport, we conceptualised a musical-style music video. The video is meant to deliver the message with a punch - catchy melody, witty lyrics and a dance moves replicating safety in road usage. 




"Play Your Role" Road Safety Video achieved 60,000 views (and counting) and has been lauded by many as a memorable video on this topic.