We took posters next to important roads and used a simple typography poster. But in one of the letters we hid a playing boy or girl..When you drove too fast it was impossible to see this kid.(We made different tests on visibility).Because of the repetition of posters people slowed down 'to see where the children are'.

Road posters are possibly the most difficult medium to use. People race by; you can't pass a message. It seldom results in creative work. We used exactly the biggest disadvantage of the medium to create an awareness campaign that immediately results in behavioural change.The campaign was widely discussed in media. Together with the rest of the campaign and serious government efforts lethal accidents because of speed were taken down with 14%.