Polish Thursday: Smoking, fast driving – same thing
Today’s ambient example is part of a bigger social campaign – called Use Your Imagination – run in Poland and dedicated to safer driving. According to the statistics 3 people die everyday in Poland because of the car accidents. And the main reason is an excessive speed. The goal of this campaign was to reach young people (aged 18-24) and make them aware what can happen if they drive too fast. The solution was quite simple. Since everybody knows that smoking kills, parking places (in Warsaw & Cracow) were changed so they looked like smoking warning messages on the cigarette boxes. You could read on them: “Fast drivers die younger”, “Fast driving is harmful for you and those around you”, “Fast driving speeds up death of the driver and the passangers” etc. In total the agency has painted almost 100 warnings – each one contained also the campaign web address (www.uzyjwyobrazni.pl – Use Your Imagination).
Use Your Imagination:
Agency: BBDO Warsaw, Poland
Polish Thursday – new section on especially for foreigners – on Thursdays I write in English about Polish advertising. In co-operation with Stowarzyszenie Agencji Reklamowych (Polish Association of Advertising Agencies).