Roadcross Promo BAD DAY TO DIE by Advico Y&R Zurich

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Industry Against alcohol
Media Promo & PR
Market Switzerland
Agency Advico Y&R Zurich
Creative Director Dominik Oberwiler
Art Director Laurie Morard
Copywriter Johannes Raggio, Sven Rufer
Typographer Alexandra Rapeaud
Released July 2010

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: ROADCROSS
Agency: ADVICO Y&R
Date of First Appearance: Jul 1 2010
Entrant Company: ADVICO Y&R, Zürich, SWITZERLAND
Chief Creative Officer: Markus Gut (Advico Y&R)
Creative Director: Dominik Oberwiler (Advico Y&R)
Copywriter: Johannes Raggio (Advico Y&R)
Copywriter: Sven Rufer (Advico Y&R)
Art Director: Laurie Morard (Advico Y&R)
Typographer: Alexandra Rapeaud (Advico Y&R)
Account Manager: Nathalie Jakober (Exxtra Kommunikation)
Media agency: (APG)
Media agency: (eAd)
Media placement: Website - - 1.11.2010
Media placement: Banners -, - 1.11.2010
Media placement: e-Boards - LU, BS, SG, BE, ZH - 1.11.2010
Media placement: Cinema slides - LU, BS, SG, BE, ZH - 1.11.2010
Media placement: Social Media - twitter, facebook - 1.11.2010
Media placement: Posters - LU, BS, SG, BE, ZH - 1.11.2010

Describe the objective of the promotion.
Every day is worth living, though many don't seem to be aware of it. Especially if they get behind the wheel drunk. That's why Roadcross (the Swiss foundation for victims of alcohol-related road deaths), is publicizing, every single day for an entire year, another reason why today would be a bad day to die.

Describe how the promotion developed from concept to implementation.
Posters, E-boards, cinema slides and banners all lead to the campaign site "," where a new reason not to die has appeared daily to date. People can also follow the campaign on Twitter and Facebook and contribute reasons why people should definitely go on living.

Explain why the method of promotion was most relevant to the product or service.
People do not change their behavior from one day to the next. New reasons appearing daily provide, week for week, month for month, new incentive for re-thinking one’s drinking behavior.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Already on the first day of the campaign, the „Bad day to die“ website received over 5000 hits.