A road safety awareness campaign, where the idea is to transform potential road victims into human speed bumps.

Through a symbolic speed dissuasion element, everybody was invited to be witness of an anti-speed campaign and be part of a huge mass demonstration against the daily road killings.The objective was to raise the interest of the media and make them talk about the issue.

The “I dissuade” campaign is based on a multimedia approach: the first step was a press campaign in dailies and magazines with two themes: one on speed and one on drunk driving, with the headlines “Every year 5100 people die in road accidents. Enough to make us slow down?” and “Every year 5100 people die in road accidents. Enough to dissuade us from driving while drunk?” A website and banner were created to recruit volunteers for a major event that took place in Rome, where thousands of people gathered in the central Via dei Cerchi on October 11th and formed “dissuasion cordons”. The volunteers received instructions on what to do by a mass choreographer and his team. After a 2 hour rehearsal, all the people lay on the ground and formed “human dissuasion” columns.

If one considers the number of people involved and who participated, the campaign was successful.As a remarkable result, several reports were aired on the main daily news and numerous articles were published on dailies both before and after the event day.

Contacts: 129,062,992, equivalent to €4,220,667 of advertising space. Actual cost sustained: € 2,800,000.