The challenge:

Automotive manufacturers in the US had millions of vehicles affected by the NHTSA Takata Airbag and Defective Inflator Recall. To date in the United States, the defective airbags have caused 24 deaths and hundreds of explosions launching metal shrapnel into the faces and bodies of drivers and passengers causing severe injuries.

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Complicating Factors and Solutions:

The “business-as-usual” approach taken by several automakers had failed to reach a large portion of car owners. According to data provided by the National Highway Traffic Safety Administration (NHTSA) the majority of the unrepaired vehicles were located in hot climates that posed increased chances for the airbags exploding.

CST conducted extensive demographic data research to better understand the target audiences. Data indicated that the most at-risk communities were culturally and linguistically diverse from Southern California, Arizona, Texas, and Southern Florida including Puerto Rico.

 

There was little to no relationship and low trust between the current owner of the recalled vehicle and the dealership service center where the repair was to take place. The recalled vehicles were older and likely purchased as used vehicles.

CST created events appropriate for each market, collaborating with chambers of commerce and hosting family days at dealerships in partnership with local in-language radio stations.

 

The original translation of “recall” into Spanish stated that the airbags had been recalled from the market. Efforts to date using this translation did not create any sense of urgency with the owner.

CST created the multilingual Chequee Su Vehiculo /Check Your Vehicle campaign featuring the Segura family to build awareness about the dangers of exploding airbags and the need for replacement and repairs.