Empowering children on seatbelt safety



Enhance AXA’s brand image via a citizenship campaign getting children to wear seatbelts



Since adults are stubborn but children are more open-minded, AXA taught seatbelt safety directly to children through a cool song, music video, mobile classrooms, content-rich social media, and influencer outreach with its "No Belt, No Drive" safety campaign.  The campaign’s focus is to change behavior among parents and ask them to sign a pledge.



  • 680,000+ exposed to No Belt, No Drive campaign
  • 90,000+ signed the pledge
  • 91% agree to change their behavior on road safety
  • 94% agree that partnering with AXA makes sense, positively influencing brand image on all dimensions