On November 1 the wide scale integrated campaign “Car Seat to Each Child” started on initiative of customers which are the Russian State Traffic Police  and the Russian Car Insurer Union. Agency «Zavod Consulting» was selected to implement the project.

Children are the most exposed category of passengers; they suffer the aftermath of a motor vehicle accident to  much greater degree than adult passengers. According to the Central Russian Opinion Poll Center, only 47% of parents of children under 12 are using car seats when they travel together. At the same time as many as 20% of parents stick to opinion that the child is safer when embraced by mother’s arms; 13% do not believe that car seats will protect children in case of MVA. Traffic Rules specify that effective 2007 children should be carried inside cars only inside specialized restraining harness.

The campaign is meant to reach for the target audience composed of future parents and parents of school children.

To access various segments of this audience different marketing instruments will be used; they range from the outdoor advertisements to interviews with parents in maternity clinics. The wide scale integrated campaign “Car Seat to Each Child”  will be unveiled simultaneously in 26 Russian regions with first run of the video clip «Tips». Broadcasting the video clip has already began at “Channel 1” and “Russia Channel” as well as in previews in cinema theaters before the feature presentation. Audio messages will be broadcasted by the popular radio stations «Vesti FM» and «Auto Radio»; the media sources will arrange for a supporting information campaign. The educating-entertainment activities “Cresland Treasures”  will be held in 10 cities  around the country which consist of a quest for children and their parents; the activities will tale place in theme parks and in central shopping areas.