To deliver the road safety message, the campaign must shock or make a strong impact. However, in Lebanon, people have grown numb towards violent scenes, whether of war or of traffic victims, which they are bombarded with every day.
Therefore, Kunhadi thought of making a light, funny and interactive campaign. Valentine’s Day is after all an occasion for celebration and love.
We all know, and have experienced, men driving fast often in the presence of women in order to impress them. To some of them it’s a way to show virility and power. For others, it’s a way to show that they are in control.
However, in many cases, men who speed while driving are also seen by many women as immature, reckless and irresponsible for putting both their lives and the lives of others in danger.
In life, everything is a lot more beautiful when done smoothly and in the proper way. Isn’t it more enjoyable to eat a cake slowly to taste it rather than eat it quickly just to satisfy our hunger?
Likewise, in relationships people like to take their time and don’t like to rush things. Who can disagree that a hug feels warmer when it lasts longer and a kiss sweeter when it’s not given in haste?
Based on the above, Kunhadi’s new Valentine’s campaign is launched to certify that in relationships and on the road, things are better and steadier when they’re done at the proper speed.
The Valentine Campaign will include a poll on Kunhadi’s social media platforms asking young women if they think speed is ‘cool’ or ‘immature’ and we will share the results.
Simultaneously, Kunhadi will challenge people to hug for the longest time on Valentine’s Day (trying to beat the 27 hours’ Guiness Book Record for the longest hug), in order to remind everyone that the longer it lasts, the better it is.
In parallel, the campaign visuals will be displayed on LED screens around Beirut and suburbs to remind drivers on the road to slow down.