As Sweden's largest insurer, Folksam uses its power to influence car safety, with whiplash as top priority. At folksam.se car models are rated, and you can check if your own car has sufficient protection.

The problem with whiplash is that they happen as drivers do other things than drive: they spill, sing, talk, and read billboards. So we asked them not to read our billboards, and keep their eyes on the traffic instead. Short and simple enough for by-passers to get the idea, and the address to our web site.

100% effect, since the ad was handed directly to mr Gore by the CEO of Folksam together with the prize he was there to collect.