General Directorate For National Roads And Motorways Film EACH ACCIDENT WRITES A DIFFERENT STORY by Sparing Communication Group

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EACH ACCIDENT WRITES A DIFFERENT STORY

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Industry Traffic safety
Media Film
Market Poland
Agency Sparing Communication Group
Director Marcin Fischer
Creative Director Marcin Holota
Art Director Mateusz Wojnarowski
Account Supervisor Anna Boltryk
Editor Maciej Majer
Production Provizorca
Production Studio Melange
Released September 2010

Credits & Description

Category: Public Health & Safety
Advertiser: GENERAL DIRECTORATE FOR NATIONAL ROADS AND MOTORWAYS
Product/Service: ROAD SAFETY AWARENESS
Agency: SPARING COMMUNICATION GROUP
Production Company: PROVIZORCA, Warsaw, Warszawa, POLAND, POLAND
Production Company: STUDIO MELANGE, Warsaw, Warszawa, POLAND, POLAND
Date of First Appearance: Sep 5 2010
Creative Director: Marcin Holota
Art Director: Mateusz Wojnarowski
Agency Producer: Agata Wojciechowska
Account Supervisor: Anna Boltryk
Advertiser's Supervisor: Andrzej Maciejewski
Director: Marcin Fischer
Editor: Maciej Majer
Sound Design/Arrangement: Grzegorz Lindemann
Animation: Piotr Golabek
Music: Dariusz Kalinski
Account Manager: Agnieszka Santarek
Planner: Konrad Wyrwas
Other Credits: Marcin Mokry/Tomek Kaczorowski

English Description

The narrative of the 60-second ad surmising the campaign comprises the testimonies of some road offenders whose stories were presented to the audience before in several 30-second ads. The messages focusing on the perpetrators and their experiences transpose set of values to which road safety campaign appealed so far. Those presented stories of victims in the hope that compassion of the audience will result in changing driving behaviour. Alas, the empathy is not a generally adopted virtue; popular culture strongly promotes a selfish attitude to life. Therefore in persuasion it is more effective to refer to arguments appealing to self interest of a recipient. This bold – as it may initially seem – view is supported by the findings of the ‘Module Close To’ project implemented in years 2007-2010 by the EU. As a part of this research 10,000 driving lessons’ participants met with perpetrators of serious road accidents. 70% of them declared those meetings had a significant impact on their behaviour behind the wheel and 40% of them stated explicitly that afterwards they are more attentive while driving.