Using tradition for a cause that also should be a tradition: using safety belts. That’s the idea behind this national campaign from Road Safety Russia.
The campaign objective was to explain the entire population of Russia that wearing a seat belt is essential to protect.
To make Russian road safety a national cause agency Zavod integrated deep-rooted traditions and used Russia´s most popular icon, the Matryoshka, as the main symbol of campaign.
Part of the campaign was also this TVC produced in traditional Palekh style:
Almost every road safety campaign we have posted on Osocio come from countries in the developing world. The Pulitzer Center recently published an interactive map with data about road traffic accidents from all over the world. The outcome is the shocking fact that 90 percent of traffic fatalities occur in the developing world. In countries like the Dominican Republic and Nigeria. Poor countries account for 50 percent of the world’s road traffic, but 90 percent of the traffic fatalities. Road accidents will soon become the fifth leading cause of death in these countries.
Jose Luis Irigoyen, a highway safety expert at the World Bank: “Highway fatalities are a poverty-inducing problem. It’s costing on average between 1 and 3 percent of GDP in low- and middle-income countries.”
With this insight I’m going to give us a new assignment. And we need your help. We love to see road safety campaigns from countries that we don’t see often.
Know any? Let us know in the comments or by e-mail.
Nice project from Holden Link called SMS Racing. The name says it all. It is a time trial arcade racer that captures the “thrill” of texting and driving.
The game is available as online version or downloadable for various platforms.
The regular version of the game contains abbreviated swearing in the text messages (such as WTF, etc). The educational version contains only clean text messages and is for parents or teachers that would like to show the game to kids.
A drug-driving awareness campaigns without any road scenes? That’s what agency Clemenger BBDO did in this new campaign for the New Zealand transport agency.
They have opted to avoid the “fear”/“crash” cliches with this campaign and opt for some audience-relevant humour.
The approach is the use of ‘experts’ from within the drug-driving community to get the message across. These ‘experts’ have regular contact with the sensible stoners; they are people such as dairy owners, fish and chip shop workers and the children of the target audience. These experts provide observational insights that aim to get the drugged-drivers to acknowledge that cannabis slows them down.
Nice action from Boulder Colorado USA.
Agency TDA_Boulder worked together with twelve charities. They chose 21 parking spots, replaced the standard “You will be towed” signs with new ones that read: “Parking violators, thank you for your altruism. We are going to tow your car and donate $200 to the charity designated on the parking block.” (Parker still pays the towing fee.)
Each parking spot had a name of a specific charity.
Twelve charities, including 1% for the Planet, American Cancer Society, Blue Sky Bridge, Boulder County Aids Project, Boulder Humane Society, Climate Reality, Earth Vision Trust, March of Dimes, Move, Special Olympics, There with Care, YWCA.
All are active in Boulder, or are TDA clients.
Werner Herzog, one of the most important film directors alive, directed a 30-minute short film, acting as public service announcement, that follows the emotional stories of families affected by the consequences of texting and driving. The film was funded by mobile providers AT&T, T-Mobile, Sprint and Verizon.
Transport for London has put out a new road safety video, and it’s weird. A crash victim gives a very matter-of-fact account of his lethal injuries as paramedics tend to him on the street:
My friend Neil Hopkins sent this to my attention on Twitter with the question, “Will it change behaviour?”
I’m just not sure. As I’ve written here many times before, negative “shock” advertising is considered less and less effective when it comes to behaviour change. This one is more nuanced, with its ironic “live and learn” coda, but it still asks a lot of the viewer.
It’s a serious question. This woman has the typical idealized body of a model, and despite the scary body painting, the portrayal is undeniably drawing attention to her curves and bare skin. When I think about eating disorders, I try to imagine looking in the mirror and seeing a funhouse…
33 psychological influence techniques in advertising Designing for behavior change is our thing here on Osocio. We discuss the wide area of social campaigns from all over the world. ‘Is it a good or bad campaign’ is our first question. And we often judge a campaign based on professional principles…
Search through Osocio selected websites about social advertising, marketing, fundraising, ngo's and other on topic resources.
News aggregated from our favourite blogs
Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.