Follow the advertisement – follow the forecast

16 April 2015

Social advertisement urging drivers to be careful in poor weather has appeared in seven Russian regions in context of the Safety Forecast campaign, initiated by the Russian Association of Motor Insurers and the State Road Traffic Inspectorate at the Ministry of Interior.

Billboard ads remind drivers to slow down and increase the distance between cars – universal advice for any abnormal situation on the road. Ad creators renounced the idea of depicting consequences for non-observance of this advice. Based on various studies and previous campaign experience, Safety Forecast organizers claim that hard-edged social advertising does not work. Ordinary people avert their eyes from aggressive and brutal images, not wanting to associate those with their lives. At the same time, when it comes to social advertising – what’s important is not to scare or offend, but to educate.

Outdoor advertisement appeared on billboards in Moscow, Bashkortostan, Sevastopol, as well as in Volgograd and Tyumen Regions and Krasnodar and Zabaikalye Territories in March. Moreover, local authorities in some regions engaged screens for Macroworld video translation in educational institutions, shopping malls, and police stations.

Although spring is usually associated with fine weather, March and April can turn out to be the most treacherous months for road users. At this time of year drivers lower their guard and speed up or decrease the distance between cars unwittingly, while the weather has not yet stabilized and can spring a surprise on you at any moment: an unexpected rain, strong wind or even winter-worthy blizzard.





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