As a responsible car manufacturer, Magyar Suzuki places strong emphasis on the shared responsibility of all road users in ensuring safe transportation. In this spirit, it launched its nationwide educational campaign “Together on the Road” in 2022. Each year, the campaign focuses on a specific issue where collective societal change is needed to improve traffic culture.
Our task was to develop a long-term sustainable, integrated communication concept that simultaneously serves a social purpose and strengthens the brand’s credibility.
The core of the “Together on the Road” concept is shared responsibility. The campaign addresses traffic-related issues affecting broad segments of society, consistently promoting the message that all participants on the road are equal.
In recent years, the campaign has explored topics such as how our behavior behind the wheel differs from how we perceive ourselves, and how we can change ingrained negative habits; how to safely respond to emergency vehicles using special signals; how to support learner or inexperienced drivers in traffic; and what is important to know about first aid when quick decisions are required.
Each year, the strategy is based on research that provides real data and insights. These serve as the foundation for defining key messages and developing an integrated communication toolkit. The campaign’s strong digital presence is implemented in collaboration with the BeSocial digital agency, while the microsite, videos, digital communication, applications, visual materials, internal and external communication, PR activities, events, and paid media appearances work together in a coordinated way to effectively reach target audiences.
Credibility is ensured through the involvement of authorities, professional partners, traffic experts, and influencers, enabling the campaign to address all road users in a consistent and professionally grounded manner.
“Together on the Road” has become a credible and leading road safety program of Magyar Suzuki, reaching tens of millions of people with continuously growing engagement.
The ever-expanding campaign strengthens the brand’s reputation and authentic social commitment, while remaining responsive to current traffic challenges and fostering dialogue among all road users.