One of the numerous activities of the Road Safety Department this year is its campaign called “Fifty makes sense”. Its objective is to make drivers adhere to the speed limit in towns. As of 1997, the law allows for a maximum speed of 50 km/h in a municipality. In reality, drivers go 60 km/h or oven more. The brake-track required to stop a vehicle going 60 km/h is 9 metres longer than in the case of fifty kilometres per hour. The general rule is that the slower a driver is going, the greater are the chances of a pedestrian to survive in the case of a collision. 85% of pedestrians survive collisions at 30 km/h, one half at fifty, and “only” 15% of pedestrians hit at 60 km/h survive. The difference between “fifty” and “sixty” is therefore fundamental – three times the number of people survive a collision at the speed of 50 km/h!
The greatest number of accidents happens in towns and settlements. In 2004, 63% of all pedestrians killed were killed in settlements, and 86% of all severely injured pedestrians. In the case of children, the numbers are even more alarming. Settlements account for 84% of dead, and 95 % severely injured, child- pedestrians. The campaign, “Fifty Makes Sense,” wants to contribute to decreasing the number of traffic accidents, and the number of people killed and injured in road traffic. It wants to contribute to the protection of the most vulnerable actors – children, pedestrians, and cyclists. Its aim is to create a safe public space in towns and cities.
The Road Safety Department intentionally timed the campaign for the spring. For a number of years, April has been called the “month of safety”. The campaign is to address the public through a TV clip, a sponsored message in the time countdowns before the news, billboards, indoor advertising, a radio clip, advertisements in daily press and through fliers. The assignment for the campaign was created by the Road Safety Department, and the agency Young & Rubicam was selected for the creative work. Media purchasing was arranged by two media agencies.
The media used:
1) Television Ad:
Director Jaromír Malý is the author of the clip. The story takes place on a pedestrian crossing. A young woman, facing the camera, is standing in front of us. Right next to her, a car going 50 km/h stops. Another car, going 60 km/h, stops past the crossing, and outside of the camera’s view. The stripes of the crossing extend and turn red after the car passes. The woman continues to talk and slowly walks away from the camera. She does not finish her sentence, because she is hit and thrown away by a third car. Her body flies through the air. Only the high-heal slipper lands on the ground, and lies there still. The text “Fifty makes sense” appears.
The text of the spot:
"An average pedestrian crossing is about three metres wide. The difference between the brake-track at fifty and sixty is nine metres. It seems so clear. But it is not! The only question is how far we have to go in order to convince you of it."
2) Film clip:
The same as the TV clip. Will be shown for a month, commencing 7 April, before film projection in 54 cinemas and multiplexes throughout the country.
3) Radio clip:
A radio presentation is currently being prepared. It comprises the internal monologue between a driver and his “bad self”. The radio clip will run in the RRM radio network (Impuls, Evropa 2, Frekvence 1) from 28 March to 15 April 2005.
Text of the clip:
The Tempter (whispers into the driver’s ear): Why are you going so slowly?
Driver:
We are in a town. I am going fifty, as is the rule.
Tempter:
Step on the gas a bit. We will be home faster.
Driver:
Leave me alone. I am not going to risk needlessly.
Tempter:
Ah, what’s the difference. Sixty or fifty, it’s all the same, you just don’t drag.
Driver:
Well, ok.
We hear the engine take on slightly higher revolutions; in a moment, the brakes screech and we hear a dull thunk. The Tempter laughs loudly.
Mans voice:
Do not be fooled into thinking that fifty is the same as sixty. The difference between the brake-track at fifty and sixty is nine metres. Fifty makes sense.
4) Sponsoring the time countdowns before the news:
Based on a visual presentation. Can be seen between 16 March and 28 March 2005, before the 6 p.m. News on ČT1.
5) Press advertising:
The presentation will take place in March and April, in the form of advertisements in the daily Mladá fronta DNES.
6) Outdoor presentation:
In March and April, 700 billboards may be seen, throughout the country, with the central motif of the campaign – a pedestrian crossing and the slogan “Fifty makes sense”. In Prague, the campaign also uses 93 of the so-called city-lights to address its audience.
7) Indoor presentation:
In March and April, the campaign will also appear in the form of a visual presentation in the so-called WC-frame at fuel station rest rooms. It will involve a total of 200 frames.
8) Fliers
The campaign is also supported by fliers, with the main motif of the pedestrian crossing and the slogan “Fifty makes sense”.