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BRIEF
QatarGas is the premier LNG company globally and the largest producer of Liquefied Natural Gas globally. Out of total national production of 77 million tonnes of LNG, QatarGas accounts for 42 million tonnes or 54%.

QatarGas knows that with size comes responsibility and hence has always been closely involved with the community. It runs various programs under its CSR program.

In 2008/ 2009, Qatar was also fast becoming number 1 in something absolutely preventable i.e. road accidents and fatalities. Government began a strict program of tightening up driving training and licensing procedures, implemented strict speed limits with automated radars and strict fines regime. Corporates also instituted their own driver training programs. But the big question was what to do with drivers already on the road. And thus came the initiative of Safe Driving Week under government patronage. All companies contributed towards raising awareness about dangers of rash driving.

SOLUTION
The following two TVC's were developed in 2008 and 2009 respectively to raise awareness about dangers of rash driving.

The biggest consumer barriers to accepting message of safe driving are two thought
1. "I am a good driver and the other is not. Accidents happen because other people drive so badly".
2. "Accidents happen to others"

Whether this is true or not is debatable. However, what is not debatable is the effect of fatal accidents. The loss of life is irreparable and the pain is forever.

Using this core insight, agency developed two TVC -- one in 2008 and another in 2009. 2008 TVC set the tone and established the fact that all it takes is few seconds for a happy moment to a sad moment. In 2009, we took the thought further and established that the pain of loss is forever. While the loved one is gone, the painful memories and guilt never leaves the person.

It is very difficult to judge impact of these TVC's on stand alone basis but for last few years there has been a sharp drop in the number of road fatalities in Qatar. The efforts of everyone have made Qatar roads safer for commuters.