ATG Recall Campaign

Davidson Belluso is working with Arizona Attorney General’s Office on public safety, consumer education efforts.

Davidson Belluso is developing a new advertising campaign with the Arizona Attorney General‘s Office to educate the public on a major recall of airbags for Honda and Acura vehicles.

After allegations of concealed safety issues due to the airbags, Arizona Attorney General Mark Brnovich’s Office reached a $5 million settlement with American Honda Motor Company, Inc., and Honda of America MFG., Inc. The settlement prioritizes restitution for Arizona consumers as well as incentives to complete the repairs.

Honda and Acura are recalling more than 40,000 vehicles from model years 2001-2016 due to concerns with their Takata airbag systems. Defective Takata airbags have been shown to be extremely dangerous, having caused more than 200 injuries and at least 15 deaths in the U.S., including two fatalities in Arizona.

In support of the recall and the focus on repairs for Arizona consumers, a public awareness campaign was needed. D/B is focusing on messaging that reinforces the danger posed by the faulty airbags and a direct call to action to get the needed vehicle repairs. The efforts, which initially rolled out in late 2020, with additional advertising in 2021, include radio, television and digital advertising.

“It’s clear how important this is for community safety – lives are at stake,” says Rob Davidson, President of D/B. “We want to clearly communicate the risk and help people find the resources they need to address the issues. It’s a privilege to work again with the Attorney General’s Office on a campaign that has this kind of major community impact.”

Consumers who own a Honda or Acura are strongly encouraged to check whether their vehicle is subject to a recall. All safety recall repairs will be made free of charge at authorized repair facilities. Consumers may also be eligible to receive additional compensation through the lawsuit settlement in the form of a check or gift card depending on the specific repair. For specific details on the recall, visit: www.azag.gov/honda.

This latest campaign is another example of the purpose-driven brand focus by the agency, which is celebrating its 20th anniversary this year. Recent campaigns include work with the Arizona Department of Gaming, the Arizona Attorney General’s Office Consumer Fraud Division, the Arizona Department of Health, Arizona Secretary of State, Arizona Commission for the Deaf and the Hard of Hearing and the Arizona Treasurer’s Office.

Gary Campbell

Gary joined Davidson Belluso with 20+ years of experience in communications and media relations. Initially working as a sports and news reporter for several newspapers, Gary spent 17 years in public affairs at Arizona State University. His tenure there included writing, editing, media relations, and crisis communications along with managing the university homepage and developing a comprehensive news and media information site. Recently, he spent almost a year as communications director at Crisis Response Network, Inc., a nonprofit organization that provides mental health crisis services. Outside of the office, he spends time with his wife and three children and is a founding director of a nonprofit organization dedicated to supporting a local high school marching band.