Osram is known as the market leader for automotive lighting and shows strong commitment to improving road safety. What many people do not know is how much of a factor car lights are for road safety.

We started not just a campaign but a movement to create awareness for the importance of good car light. But to really increase road safety, we had to break one very strong habit: only if a car light dies, it is replaced – not good enough for Osram’s road safety standards. As car lighting that needs much more to keep you safe than replacing a dead lamp: lights become dimmer over time so they need to be replaced before they burn out, in order not to have unpleasant surprised while driving in the middle of the night. Almost always, both lamps die at roughly the same time so when one lamp dies, replace the second as well, even though it is still functioning. And last but not least, there are many upgrade options these days for better car light so people should always upgrade to the best available technology.

To make people understand those 3 principles and change their behavior accordingly we initiated the “If it’s not bright, it is not right!” initiative that lives as a series of videos on social. Those social videos showed in a funny but insightful way that behaviors motorist show when it comes to car lights would make them look ridiculous if those habits and behaviors were transferred to other areas of their lives.

Osram and Iris keep adding videos to keep the movement alive and to keep penetrating the message as such “hard habits” cannot be changed with one campaign only. This requires ongoing storytelling that resonates with the audiences and really makes them rethink their behavior long term.