• What was the creative strategic solution?

A 12-metre (40-feet) high bottle filled with cars crashed in real road accidents• Describe the different channel(s) and how they worked together to maximise the campaignEach focused group received its unique message.A 12-metre (40-feet) high bottle filled with cars crashed in real road accidents was noted by the leading mass media covering the First Global Ministerial Conference on Road Safety. Then it was relocated to a busy highway.

Families watched ad commercial on TV and in cinemas all over Russia.

Web-surfers entered the site and discussed the project in social media.

The number of people killed because of drunk drivers reduced by 28% in December 2009 and by 48% in January 2010 compared with the same period of last years.The awareness campaign was covered by the leading mass media, got more than 74 million contacts with the audience and was widely discussed. Millions of drivers in Russia got a warning from the installation which was also noted by the officials responsible for global road safetySelf driven media tool, The Monument with the production budget $50000 with $0 media budget achieved 74 million contacts via leading mass media in Russia, apart from the passing-by drivers.