Most traffic safety campaigns have focused on law enforcement and penalties. We took a different tact, appealing to citizens’ sense of civic duty. Our message: “It’s smart and cool to drive with good driving manners”, supported by facts focused on ecology. For example: the prevention of one accident eliminates a 2-km traffic jam, which cuts 3 tons of CO2 emissions. We challenged drivers to be socially conscious—a “Tokyo Smart Driver”—and distributed stickers to encourage participation. Radio stations broadcast our message. Giveaways were also introduced. The pink campaign logo spread throughout Tokyo, becoming the nexus of a collaborative project between citizens and businesses.

During the year of the campaign, Metropolitan Expressway accidents fell by 1,403 cases. Over 10,000 citizens wrote in support of the project and people showed their support by displaying campaign stickers and serving as volunteers to spread the word. Business support came from twenty major corporations, including Nissan, which provided a “Praise Patrol Car.” A record company produced a CD with a compilation of songs that encouraged safer driving. Mass media—television, newspapers, magazines and websites—and numerous blogs covered and supported the project. Our advertising fee of 650,000 euro yielded publicity worth 5,200,000 euro.