Takata Airbag Recall
The Challenge
The Takata airbag recall is the largest, most complex safety recall in U.S. history, impacting more than 40 million vehicles from 19 different automakers. The U.S. government’s independent monitor of Takata retained FGS Global to create and implement a multi-year communications program to promote awareness and compliance with the Takata airbag recall, in order to help prevent any additional deaths or injuries.
Solution
A multi-year public awareness campaign, based on consumer and automotive industry research, brought together community leaders and a variety of industry stakeholders (The National Highway Traffic Safety Administration, manufacturers, dealers, etc.) to prevent deaths and injuries.
We built a multi-channel outreach program targeting the country’s highest risk markets that included designed collateral in nine languages encompassing factsheets, flyers and handouts, short videos and branded apparel. We helped launch and oversee five regional grassroots coalitions allowing the Airbag Recall campaign to penetrate small, hard-to-reach communities. We also developed and maintained social and digital properties.
Impact
Within the first weeks of launching, airbag recall completion rates doubled and vehicle look-ups spiked by more than 1000%. The campaign generated more than 300 print and broadcast stories about the recall and resulted in more than 12+ million vehicle lookups on the AirbagRecall.com site we developed and maintained.
