Organ donors certificate for drivers

Silver Lion in Cannes in the category Direct.
The brief from the Latvia Road Traffic Safety Directorate was to develop a campaign against speeding and agressive driving. Not for people who are exceeding the allowed speed for some 10km/h, but those who are playing hide and seek with the police.
Another awareness campaign for the target audience won’t be succesful. Fast driving is considered to be cool among large groups of the society. Therefore organ donors certificates were issued directly to aggressive drivers during raids by the Latvian road traffic police.

Click image to read the copy of the certificate.

Number of victims dropped by 29%. Campaign raised as well the discussion of another social problem - the sortage of organ donors, Transplantation Center was very thankful and client had nothing against combined solution, since the main task was to save lives.

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