Every day, the human body may surprise you. Great injuries can be sustained from the most minor accidents, and the opposite can just as often be true. The Volkswagen 'Drive Carefully' campaign recognizes this fact of life, and uses it to remind motorists that the vehicles they drive can actually be quite dangerous.
This run of three DDB prints has a complete absence of any real reference to a vehicle, just three different youngsters hurting themselves on a staircase, a swing set and the cement surface of a pool deck. Beside each mishap, a single line of text gauges the speed at which each person was traveling. At just 12 km/h, the diver's injury looks like it could be life-threatening. The Volkswagen 'Drive Carefully' campaign truly puts racing at 100 km/h into perspective.
Stats for Accident-Prone PSAs
Trending: Older & Warm
Research: 4,575 clicks in 255 w
Interest: 4 minutes
Concept: Volkswagen Drive Carefully Campaign
Related: 52 examples / 40 photos
Segment: Neutral, 12-55+
Comparison Set: 19 similar articles, including: armored housekeeping ads, abbreviated anatomy advertising, and coiffed chin campaigns.
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