Bulgarian Association of Road Accident Victims
Outdoor campaign
We created this outdoor campaign, as pro bono marketing work, in partnership with the Bulgarian Association of Road Accident Victims to raise awareness of a pressing issue: the alarming number of road accidents in Bulgaria.
Speeding, distraction, and reckless driving – often driven by impatience and the urge to arrive faster – are among the leading causes of crashes. Young drivers, in particular, are prone to these risks, yet they tend to resist messages delivered in a lecturing tone.
Our challenge was to develop a standout creative concept that would engage young drivers without scaring or reprimanding them.
- Creative Concept
- Pro Bono Campaign
- Awareness Campaign
Launched in August, this campaign was displayed on billboards along the Thrace Highway – the busiest route to the Bulgarian seaside. With summer being the peak season for travel, this location gave us direct access to our target audience at the perfect moment.
This insight led us to the KEEP CALM AND DRIVE SAFELY message, paired with playful, hand-drawn illustrations of typical seaside activities. The lighthearted visuals made the message relatable while reinforcing the importance of road safety.
Because rules are good – especially when they save lives. So, keep calm and drive safely.
Check out the campaign on the news.
