Humanising Road Safety for National Discourse

The Challenge

For the Malaysian Institute of Road Safety Research (MIROS), the Road Safety Congress (RSC) 2025 was not just an industry gathering—it was a critical platform for change. With an audience including high-level dignitaries, international representatives, and the Minister of Transport, the challenge was to elevate the discourse beyond spreadsheets and accident data. MIROS needed a high-impact presentation that would provide emotional depth to the technical discussions and urgently highlight the perennial issue of road accidents in Malaysia.

Our Insight

Statistics inform policy, but stories drive action. We recognised that to truly shift the perspective of policymakers and experts, we had to move beyond the numbers and tap into the human cost of the crisis. A standard corporate video would not suffice; the moment demanded a high-fidelity, cinematic documentary approach that prioritized emotional resonance over clinical analysis, forcing the audience to confront the visceral reality of the issue.

Our Action

Suluh executed a deeply emotional documentary-style production focused on the lived reality of a road accident survivor. To visualize the carnage wrought by operational oversight, we constructed a powerful narrative using User-Generated Content (UGC) alongside haunting on-site footage of the actual bus carcass. We treated the wreckage as a visual centerpiece, layering it with the survivor’s oral testimony, immersive sound design, and atmospheric scoring to "recreate" the experience of the crash. This sensory reconstruction grounded the narrative in reality, forcing the audience to inhabit the moment of the accident rather than just observe it.

The Impact

The video achieved immediate resonance. Upon screening, the atmosphere in the hall shifted instantly, with attendees describing the mood as "sombre" and "impactful"—effectively setting the tone for the discussions that followed. Ts. Dr. Hizal Hanis bin Hashim, Head of Corporate Communications at MIROS, confirmed that the work "captured the emotional tone we aimed for" and helped communicate their message effectively to the ministers and dignitaries present. This project highlights Suluh’s ability to produce authentic, high-quality content that connects with people at the highest levels of governance.