The new communication campaign of the Traffic Department was launched on 1st October
The campaign has raised a wave of public interest, especially because of the controversial realistic nature of the TV spots, where blood, injuries, and death are openly shown. According to Ales Rebicek, Minister of Transport, the aim of the Traffic Department is to show the real and drastic face of road accidents. The short movies are appealing to drivers’ conscience through depiction of real tragic emotions; no jokes or detractions are employed.
During December 2008, the precautionary campaign of the Ministry of Transport has won in two inquiries of the Czech major specialist magazines about advertising. Firstly, it became the Winner of the Month, in the category of outdoor advertising in the weekly Marketing & Media. Secondly, it was ranked first in a list of the best TV spots in the weekly magazine Strategie.
So far, four TV spots and five radio spots have been launched. The target audience consists especially of young people, 18-25 years old. The TV spots have been titled Manager, Provoking, Bride, and Madhouse. Even though they are in Czech, they would be comprehensible even without words. The spots deal with the most risky behavior, such as calling, smoking, or provoking while driving, as well as with the issue of child car seats. The radio spots are called Friday Weekend, Sunday Weekend, Morning Peak Hour, Early Evening Peak Hour and Alcohol and present real bitter testimonies of victims and culprits of the car accidents.
You can watch all four TV spots in the attached video file, in order as follows: Madhouse, Manager, Bride, and Provoking.
More info at:
Nemyslis – Zaplatis! Official Website
List of References:
Nemyslis Zaplatis – Vsechny spoty!. (2008). Youtube – Broadcast Yourself. Retrieved January 6, 2009, from http://www.youtube.com/watch?v=otgH6sFECoM
Press Section. (2008). Nemyslis-Zaplatis! Official Website. Retrieved December 25, 2008, from http://www.nemyslis-zaplatis.cz/press.html
When I first saw this safe driving campaign spots on TV, I thought it's too much - too aggressive, too bloody, too brutal. On the other hand, some kind of calm and not realistic videos might not work for the purpose (like for example the one with glasses). Nevertheless, I saw two other versions of the Besip ones in the cinema - called Embryo and Předjíždění, both available on Youtube. If you didn't see those yet, it definitely worth a try, but on the large cinema screen the impression it makes on you is much bigger.
ReplyDeleteHey Barbora,
ReplyDeletethank you for the tip - I am going to have a look at them right now.
Regarding the alleged brutality and aggression of these clips, I must once again emphasize the words of the Czech Minister of Transport, Ales Rebicek, who explained that such a concept of the precautionary campaign had been chosen as the last resort.
The reason is that, regrettably, none of the less explicit campaigns before had been substantially or somehow tangibly efficient.
Thus, I personally support the crudeness of those spots, since I guess that from time to time, it is quite healthy to be reminded of the naked truth...
Hi Veronika,
ReplyDeletethank you for bringing this campaign to my attention. The Czech republic (with its extremely high car accident rates) needs to be educated and reminded about the dangers of connected to driving. The above video definitely has a great shock value and is expected to have a great impact on its audience.
Your blog presents a nice list of pro-social adverts' concepts. Thank you!
Hey Martina,
ReplyDeletethank you very much for your interest in my blog and for the positive feedback =)
Likewise, I really appreciate your blog about Social Networking - currently a topic of utmost importance.