Radio Crashes

Creative idea

People in Russia talk and text on their phones while driving. We’re used to it, nothing strange. Radio stations provoke this behavior. Every station has a call-in show where listeners are calling or texting to win presents or just to say hi to their friends. Smartphone using is the second, after alcohol consumption, human factor causing car accidents. Despite a common opinion, hands-free devices offer no safety benefit. Driving while talking on cell phones – handheld and hands-free – increases risk of crashes fourfold. The number is even bigger for texting. SM Polis Insurance is fighting against this dangerous habit with live radio broadcast of “car crashes”.

Brand name: SM Polis Insurance
Advertiser / client: SM Polis Insurance
Product / service: SM Polis Insurance
Campaign name: Radio Crashes
Agency network: INDEPENDENT AGENCY
Agency: Voskhod, Ekaterinburg
Additional company: /
Executive creative director: Andrey Gubaydullin
Art director: Vladislav Derevyannikh
Copywriter: Anton Mamykin, Alexander Sinyuk
Agency producer: Elizaveta Larionova