After unveiling its refreshed portfolio earlier in the year, PEUGEOT is continuing its rapid comeback in the region with the French automaker winning Bronze at the 2021 Middle East Public Relations Association Awards (MEPRA) for “Best Automotive Campaign”
Judged by a panel comprising of some of the region’s leading communications experts, the award was given to PEUGEOT’s sincere road safety campaign titled ‘Buckle Up!’ which saw the iconic French brand partner with local education provider Taaleem, to create a children’s book to promote road safety for school children across the region.
Created by local talents, author Ayah Halawany and illustrator Aman Darwish, the book follows the story of two children, Sarah and Adam, as they embark on an adventure through mountains, across rivers and past shimmery lakes. On their journey they provide readers with tips on responsible driving including buckling up, not using phones while driving, and many more, all in a fun and interactive manner for the entire family to enjoy.
The creation of this book follows PEUGEOT’s new brand identity of turning everyone’s time, into quality time and is targeted at parents who will help nurture their kids as they take the roads in search of their own journeys, and paths through life.
The book is available in both English and Arabic, and was distributed to over 3,000 students in UAE alongside 5,000 across 17 schools in Saudi Arabia, in partnership with Almajdouie PEUGEOT dealership.
Rakesh Nair, Managing Director for European Brands at Stellantis ME, said: “We are proud to receive this award, which strengthens our position as a major player in the automotive market. The award is also a testament to our efforts to help reinforce our everlasting mission to promote road safety in the region. PEUGEOT is sparing no effort to help prepare children for the endless roads ahead that await them in the future.”
The 2020 Middle East Public Relations Association (MEPRA) awards were voted on by a panel of journalists, experts and opinion-leaders from across the region. Representing Bahrain, Egypt, Jordan, Lebanon, Saudi Arabia and the United Arab Emirates, the jurors nominate new vehicles through a strict scoring and voting process.
