We, Bulgarians love our cars. But don’t always love following the rules – or we follow them selectively – which often leads to fatal consequences and forever changed lives.

It’s up to us to reduce these tragedies. So that there are no more grieving families because of road accidents caused by speeding, phone use, or driving under the influence of drugs and alcohol. That’s why we created Animalistic – a campaign that holds up a mirror to show us our mistakes and inspire us to change.

The idea behind this campaign was born almost two years ago during a brainstorming session with students from the Master’s Program at New Bulgarian University (NBU), where Ideas Lab traditionally holds its Thursday seminar.

The campaign stayed dormant on our server for some time due to its nature – a pro bono project, unfunded by any brand, whose only “budget” was the genuine desire to revive a personal sense of responsibility. And that, as you might imagine, doesn’t pay for billboard placements across the country.

Until Metrorеklama stepped in, offering us production and billboard positions free of charge. We are deeply grateful to them and to the Association of Victims of Road Accidents for their support and belief in our cause.

If we manage to save even a single human life with this campaign, we will consider it a success. But we hope for more – for more lives saved, and more drivers who follow the rules.