The Slovenian car accident victims’ association VOZIM, wanted to use a campaign to inform young people about the dangers of reckless driving. The campaign also sought to encourage Slovenian corporations to finance the Association’ activities. The campaign was based on the creative insight: THOSE WHO SURVIVE WILL HAVE STORIES TO TELL – stressing the idea that young people often tend to engage in reckless or drunk driving so that they would have “cool” stories to tell to their peers. Reckless driving is truly something we should not be trying to prove ourselves with because we might never get the chance to tell about it. We have sent a box containing a broken toy car and a real life short story by a person who got seriously injured in a car crash due to his reckless driving to our partners and donators. In order to read the story, the recipient must turn the box in his hands. As he turns it, the broken toy car spins, slides and turns inside the box, just like a real car would in an accident. Alongside showing the consequences of reckless driving, this direct mailing also relays the message that every time we sit behind the steering wheel, we take our destiny and the destinies of others in our hands.
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