About the project
In Ukraine nearly every 20 minutes a traffic accident occurs. With an average of 11 traffic fatalities daily, the grim tally reaches annually up to 5000 deaths, involving mostly young adults. 45% of those fatal accidents are caused by speeding. According to the research, two foremost motivators to observe speed limits are the fear of getting killed or disabled and the fear of killing others. So, we created a campaign, prompting people to internalize this idea, as if an accident had already happened.
Three people, most likely to meet traffic accident victims – the undertaker, the nurse and the emergency serviceman – became heroes of a variety of media materials, where they spoke their mind about the aftermath of the accident directly to the potential offenders. While in on-line content-oriented videos used as pre-rolls at streaming services, they addressed the issue of speeding in terms of notions natural to the online-viewing audience.
- Strategic planning
- Communication & brand platforms, positioning, identity development
- 360° campaigns development (TV, digital, press, outdoor, radio etc.)
- Audio & video materials development
- Packaging design
- Promo and POSM
- Non-standard advertising
PROVID DDB is a full-cycle Ukrainian independent creative agency, established in 1994. PROVID is the winner of industry contests such as Effie, Golden Drum, Golden Hammer, Epica, KIAF, White Square, and Idea. It was ranked #2 for "Best Advertising Agency of 2016" and #3 for “Creativity & Craft” in 2016 and 2017, and has been included in the VRK’s Top Five Creative Agencies list every year since 2008.