Speeding is one of the largest contributing factors to the perils of driving in Moscow, a city with one of the world's highest road fatality rates. In 2012 alone, the city has seen over 250,000 injuries and nearly 28,000 deaths as a result of excessive speeding.
Creative agency Hungry Boys developed the controversial 'Crush The Speed' campaign for insurance company Alfa Strakhovanie to deter reckless driving.
The campaign takes cars that have been completely totalled in previous accidents and places them along the roadside. What makes this effort truly unique is that by logging on to social networks and the 'Crush The Speed' website, the public can view Google Maps and vote to determine the location of where the next wreckage should be placed. The temptation to look at the aftermath of a car crash on the road is strong and this is a powerful way to promote road safety online and on the roads.
Crowdsourced Car Crash Installations
The Crush The Speed Campaign Promotes Safe Driving in Moscow
Trend Themes
1. Crowdsourced Car Crash Installations - The trend of using crowdsourcing to create car crash installations as a way to promote road safety and deter reckless driving.
2. Promoting Road Safety Through Social Media - The trend of utilizing social media platforms to raise awareness and engage the public in promoting safe driving practices.
3. Using Shock Tactics for Road Safety Campaigns - The trend of employing unconventional and attention-grabbing methods, such as placing wrecked cars along the roadside, to emphasize the consequences of reckless driving.
Industry Implications
1. Automotive - The automotive industry can explore opportunities to collaborate with creative agencies and insurance companies to develop innovative methods to promote road safety.
2. Marketing and Advertising - The marketing and advertising industry has an opportunity to create impactful campaigns that leverage crowdsourcing and social media to raise awareness about safe driving practices.
3. Insurance - The insurance industry can play a role in supporting initiatives like the 'Crush The Speed' campaign by partnering with creative agencies to promote safe driving and reduce accidents.