In an age when new car shoppers are easily seduced by fancy electronics and shiny sheet metal, we decided to remind consumers of a car's most basic purpose: help you arrive safely. To promote The Mitsubishi Outlander, which had recently been named the safest CUV in America, we highlighted drivers carrying the most precious cargo of all, newborns.
To bring the idea of safe arrivals to the real world we created #FirstRide - a program designed to help NYC newborns and their parents get home from the hospital safely. Why New York City? Crazy as it sounds, most New Yorkers make the journey home in a taxi. Not exactly the picture of safety. We thought America’s Safest CUV was a better choice. A series of webfilms followed some amazing NYC families whose newborns didn't have the easiest journey.