MOSCOW – October 10, 2013 – A new road safety campaign by Hungry Boys uses the sight of totaled cars to drive home the importance of road safety.
The ‘Crush the Speed’ campaign was conceived for insurance company Alfa Strakhovanie, and has gone live in Moscow, which has one of the highest rates of road fatalities in the world.
At the center of the campaign are cars that have been badly damaged in serious road traffic events. By accessing social networks and the ‘Crush the Speed’ campaign site, Moscow residents are able to vote on which parts of the city they wish these vehicles to be placed in.
The location of seven cars changes every week depending on users’ choices.
“A harrowing issue demands a harrowing solution. We want to raise awareness of the unfathomable loss of life Moscow residents suffer as a result of excessive speeding," said Vlad Sitnikov Hungry Boys creative director.
"‘Crush The Speed’ gives our citizens a voice. We hope the physical presence of these ominous ‘ghost cars’ will put people off putting their foot down, making our roads safer for all. If a success, we hope our strategy is adopted in other cities around the world," he said.
Svetlana Beri, director of marketing communications at Alfa Strakhovanie added: “The attitude of many road users leaves a lot to be desired. A major concern is the reported incidents of hit-and-run caused by speeding. The startling figures speak for themselves. If we can help save one life, this campaign can be hailed a success.”
