CLIENT: ASOCIATIA SIGURANTA AUTO


Campaign’s objective

Informing drivers about the dangers of using mobile phones while driving, starting off with a purely Romanian insight.

About the campaign:

Even if the law prohibits and punishes the use of mobile phone while driving, this habit is responsible for hundreds of thousands of deaths worldwide, serious injuries or disabilities, which leads to large financial losses. In a year, over 2,000 car accidents in Romania are related to phone use. According to Romanian Police, every 20 minutes, a driver in Bucharest is fined for using their mobile phone while driving. Churchgoers by nature, romanians tend to fill their cars with icons, hoping that this will help them to be safe while driving.

To point out that risky behavior, Siguranța Auto Association launched the campaign “Keep your hands on the wheel, not on your smartphone”, where over 9,000 flyers resembling the icon saint were distributed in a busy intersection.

The results

The campaign and offline activation had a great media coverage at the most important TV news journals, in prime time (Antena 1, Kanal D, TVR 1, Realitatea TV, Digi 24 etc) and in various influential publications (Europa FM, Adevărul, Ziarul de Iași etc), totaling a reach of 8 million people.