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Unprecedented Honda Media Campaign for Airbag Recalls
By: Cindy Wendland
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Takata Corp.’s airbag inflator is defective. It can cause harm to the driver or passenger of the automobile in a crash. Honda is one of ten carmakers affected by the defective part and the recall. Honda is planning an unprecedented media campaign to reach the remaining 86% of its customers who haven’t had the part replaced for free.

To reach Honda owners, Honda will spend “several million dollars on ads in 120 newspapers and 30-second radio spots in 110 markets. It's also sponsoring customized Facebook posts that will appear in owners' timelines. The ads — in English and Spanish — will begin running next week.” Honda is the only manufacturer going to this level of effort and expense. Their ads will urge friends to tell Honda owners to contact the company.

Consider the effect of Honda’s media campaign. The National Highway Traffic Safety Administration is already telling the automakers their efforts are too slow. Honda is taking the most action and will be viewed most favorably by this government agency. Honda will be the only car company seen in countless ads, heard on the radio, and seen on Facebook talking about how much they care and urging people to get their airbag inflator replaced.

It needs to be done. It’s beautiful positive PR. It’s the right thing. Well done.

   

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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