• Brief: The brief from ČAP - the Czech Insurance Association - was to raise awareness about the dangers of unnecessary speeding and to encourage people to slow down on the roads.

• Objectives: To reduce the number of accidents caused by speeding, encourage people to slow down while driving, and remind people that a few minutes of extra time on the road is not worth risking their lives and the lives of others.

• Situation: Traditional PSA campaigns do not work well. After years of traditional “scare” campaigns, speeding is still responsible for 40 % of fatal car accidents every year. That's why we decided to change the conversation from speeding… to time: the missing time Czechs try to make up for in their cars.

While speeding is widely accepted in the Czech republic as a phenomenon, it is not accepted as a topic. That's why we reframed the conversation from speed to time. Almost half of the population admits that they try to make up for lost time by speeding. We analyzed the traffic on the longest Czech highway and found out people save on average only 13 minutes. We decided to symbolically give them these 13 minutes back during live events that usually require on time attendance. Delaying these “undelayable” events made people realize that they, too, can slow down and be 13 minutes late.

• Insight

86 % of Czechs speed regularly. Speed is responsible for 40 % of fatal car accidents. 43 % of drivers admit they try to make up for missing time. We calculated that the time they save by speeding +20 kph on the main highway between the biggest Czech cities is only 13 minutes - so we gave them a permission to be 13 minutes late instead.

• Key message

Slow down before it's truly late

• Target audience

All driving population for whom “being late” is not an option and consider saving 13 minutes by driving 20 kph over speed limit worth the risk.

• Creation and distribution of assets

Promotional video content, manifesto and guidelines for companies and institutions on how to participate shared directly, through microsite and social media.

Delayed events from various areas attracted the attention of the public, media, and influencers and drove organic participation of commercial subjects, giving people both the motivation and opportunity to slow down and enjoy being late.

Week before, announcements flooded through radio, social media, and influencer channels. On April 3rd, a delay of the Prague’s Astronomical Clock started the day. Morning company meetings, university classes, and radio broadcasts were postponed. Partners like gas stations, bike rentals and more joined in with "slow down" promotions. Influencers persisted with reminders. National football cup and theater shows were postponed. In the evening, the initiative gained coverage on major TV news.

Delayed events are where people have the tendency to rush. Precise targeting towards drivers through traffic broadcasting, social media, and brand partners.

30+ commercial brands, 50+ pieces of influencers content, organic coverage on biggest TV stations, press and the biggest radio networks.

• Impact

The campaign became the main talk of the day. “Slow down, it's National delay day” became a catchphrase resonating among the population in both the online and offline world.

• Reach

2.1 million reach through influencers

3.5 million reach through Facebook and Instagram

6 million reach with promotional video on Youtube and social media

178 media releases with earned media worth 10 million EUR reaching 7.5 million of the 10 million population.

• Engagement

Over 30 commercial & governmental brands joined the initiative, postponing their schedules to allow people to come late. 30+ organic influencer releases. Initiative was widely appreciated by both the public and the authorities including the Minister of Transport of the Czech republic.

• Change in Behaviour/Achievement against objectives

In the week directly following the National Delay Day, Czechs have actually slowed down, resulting in a 10 % reduction in speeding accidents.