The official press release:
This week sees the launch of our nationwide campaign from the Danish Road Safety Council intended to get Danish road users, primarily males between 25-49, to slow down.
The speed campaign follows a pitch earlier in the year for the business, which The Aid Agency won ahead of Uncle Grey, Robert/Boisen and Likeminded and Lowe.
The campaign includes a television commercial featuring a Police Accident Investigator who, with the help of computer animation, talks us through the reconstruction of a typical accident as it happens. During the fact packed film he explains the various factors, which could have contributed to the accident, finally pinpointing excessive speed as the decisive factor in the driver’s death.
“Research shows us that Danes find it acceptable to drive just a little over the speed limit. It’s often this small difference in speed that can be the difference between life and death in a crash. In fact most drivers do not perceive speed as important factor at all,” said Niels Heilberg of The Agency.
“We also know that this target group responds far better to facts than to emotionally based communication. Our job was to present a rational and persuasive argument.”
The 'TAKE OFF 10' campaign will also be backed up with regional activities including roadside posters and the placement of wrecked cars in urban centres across Denmark, where members of the public themselves are invited to step into the role of Accident Investigator and challenged to find the decisive factor in the crash.
The film was directed by Fredrik Calinggard through film production company Far From Hollywood. The event concept was a collaboration between PS Communication and The Aid Agency.