I wrote you a letter

Creative idea

Bulgaria ranks first in road-related deaths in the EU. Every 24 hours over 8000 people are fined for speeding, over 50 drive under the influence. All of them get the typical financial fine, which unfortunately they perceive just as an occasional inconvenience, instead of thinking about the consequences reckless driving can lead to. We asked 12 mothers, sisters and grandmothers of people killed by speeding drivers to write deeply touching and personal letters to their deceased relatives. And convinced the Bulgarian Traffic Police to hand a letter to every speeding driver they fine, resulting in the first ever: Emotional Fine.

Brand name: N/A
Advertiser / client: General Directorate National Police
Product / service: N/A
Campaign name: I wrote you a letter
Agency network: DDB WORLDWIDE
Agency: guts&brainsDDB