Car accidents alone are responsible for at least sixty-two thousand deaths annually. In China, Survivors become members of the Volvo Saved My Life Club, once it’s affirmed that an auto accident was severe and a Volvo indeed helped save the lives of the passengers. For the past few years, this club founded in 2012 is in order to increase driver safety awareness and encourage responsible driving. During the club’s 10th anniversary, in 2022, Volvo's commitment to saving lives is obvious with sixty-six members in the club in China.

In 2012, Volvo founded ‘Volvo Saved My Life Club’ in China, recognizing owners who survived from severe motor vehicle accidents because they were driving Volvo - Well known for it’s precision and protection for drivers and passengers.

Nothing is more convincing than the existence of the car accident survivors. We started the work with fifteen members and their authentic stories, then picked three most impressionable cases to tell the tale. Instead of drawing cautionary attention by showing the cruelty of the accidents, the campaign focuses on the daily lives of the three club members - doing yard chores, taking bath and hair-cutting. Each member values every little moment with family since they believe being alive has been a miracle to them.

The concept of 'miracle' was inspired by the adaptation of the club name in China - 沃尔沃奇迹俱乐部(Volvo Life Miracle Club).

We picked three members in the club and got what effects the car accidents has brought to their everyday life. Instead of drawing cautionary attention by showing the cruelty of the accidents, the campaign focuses on the daily lives of the three club members - doing yard chores, taking bath and hair-cutting.

Each member values every little moment with family since they believe being alive has been a miracle to them, cause their Volvo automobile really spared them from an certain death. Accidents sometimes happen for no reason, but miracles do, which is a meaningful concept presented on this campaign to pass on Volvo's safety brand vision. The Volvo Saved My Life Club get consumers to indeed believe their faith in Volvo and the dedication to building cars worthy of the title "you saved my life."

We launched the campaign on Thanksgiving and successfully reinforced Volvo's brand image of safety.