That’s how the story about the Sad Bus that no one likes was born. Meet the sad bus. He feels lonely and abandoned. Once he was loved, now children are afraid of him. You almost want to hug him and save from cruel fate, don’t you? But…we’ve decided to kill him! Why? Because we say no to faulty buses that carry our children!

The campaign consisted of uploading a movie to the YouTube channel of the Ministry of the Interior and informing journalists of the start of the campaign. The rest happened by itself…

2mln views on YouTube (zero media support)

5mln additional viewers during the TV news in one evening

750 official publications

500000 euro free media coverage

31% of users know the Sad Bus. The campaign is the third most recognizable social campaign in Poland.

33% of comments were negative, 30% positive and 37% neutral.

26% of people who had children and heard of the campaign visited www.bezpiecznyautobus.gov.pl, 60% declared that they will check a bus on website in the future.

35000 buses were checked. Statistically, one in three buses registered in Poland was checked using the service!

The police stopped over 5000 Sad Buses.That’s 100% more than the previous year.

Over 60% of buses registered in Poland are over 14 years old. They pose a danger to their youngest passengers. The Center for Information Technology at the Ministry of the Interior has created an application that allows users to check buses. Our task was to advertise this service. The goal was clear – maximum buzz on a minimal budget (if 10000 euro can be called an advertising budget). The owners of dilapidated buses do everything they can to hide their state of disrepair. They paint them in pastel colors and decorate them with various gadgets. They do everything to make sure the moving wrecks are not frightening, they want them to be nice and friendly. But when it comes to the safety of children there is no room for compromise. Regardless of how friendly they may seem…