On 26 October 2007, the Land Transport Authority (LTA) opened the 12km long Kallang/Paya Lebar Expressway (KPE), Southeast Asia’s longest expressway. 1. There has been little communication on the KPE hence while drivers are aware that there is an expressway being built, they do not have much information about it.2. Communications ObjectiveInforming and educating motorists on: - Do’s and don’ts of driving in the tunnel- KPE tunnel features, including safety features, tunnel signage, variable message signs etc. 3. Target Audience- All motoristsSingaporean drivers are bombarded by numerous public education campaigns throughout the year. Instead of “pushing” the messages out to the audience in a conventional communication model, we deployed a “pull model” where a main communications event was created and safety messages were deposited within it to engage the audience. This big idea was “KPE Underground Radio”. The campaign was launched in 3 phases.