The National Urine Test

Creative idea

The objective was to reduce drug-driving accidents by raising awareness of how each drug impairs driving even after use. Using twelve years of sewage analysis, enriched with Czech research and police accident statistics, we identified when and where drugs were most consumed and linked them with accident risk. These insights shaped an omni-channel prevention campaign: digital OOH on commuting routes provided broad visibility, while geo-targeted social media delivered drug-specific messages in cities at the exact time risk peaked. Together, the channels formed one consistent awareness effort, educating the public on substance-specific dangers and strengthening health prevention.

Brand name: Czech Insurance Association
Advertiser / client: Czech Insurance Association
Product / service: Czech Insurance Association
Campaign name: The National Urine Test
Agency network: MCCANN WORLDGROUP
Agency: McCANN Prague
Media agency: McCann Boost
Additional company: Hero & Outlaw, McCann Boost
Agency chief executive officer: Jan Binar
Chief creative officer: Leonard Savage
Executive creative director: Martin Svetlík
Creative director: Aleš Brichta , Vítězslav Štrobl
Art director: Milica Majstorovic, Lais Veloso
Copywriter: Michaela Pechanová, Michaela Brůhová
Designer: Motion Designer: Radek Král, Tomáš Matis
Account director (agency): Petr Malina
Media director: Jan Suda
Pr director: Hero&Outlaw: Ivo Půr | PR Manager: Denisa Ladka Morgensteinová | PR Specialist: Daniela Kalinová, Lucie Dosedělová
Additional company: Social Media Manager: Tomáš Tancer Social Media Specialist: Linda Illesová Media Specialist: Daniela Klapálková PR & Communication Manager,Creative Excellence Manager: Dany Rotkovský McCann Worldgroup: Chief Creative Officer: Javier Campopiano (Global), Adrian Botan (Europe) Creative Excellence Manager, Europe: Alice Reindlová Global Creative Director, CEE: Catalin Dobre Global Product Excellence Director: Carmen Bistrian