Description
63% of taxi passengers do not wear seat belts. One of the reasons is the influence of mass culture — for example, actors in many movies don’t use seat belts. So, to draw attention to this issue, we reused the familiar format of movie warnings.
We went through the top 2,500 movies on Yandex and added warnings before those that included scenes with people not wearing seat belts — that’s 70% of the top list. These pre-rolls were shown at drive-in cinemas and on Yandex.Video.
As a result, the campaign reached 3 million people. Among those who saw the pre-roll, 15% more agreed that wearing seat belts is important.
The campaign successfully turned a common movie trope into a tool for real-life behavior change.
This professional campaign titled 'Content Warning: No Seatbelts ' was published in Russia in June, 2021. It was created for the brands: Yandex Go and Yandex Taxi, by ad agency: Magic Camp. This Ambient, Content, and Film media campaign is related to the Automotive and Personal Transportation industry and contains 1 media asset. It was submitted 4 months ago by Yandex’s in-house creative studio: Magic Camp of Magic Camp.
Credits
Agency: Magic Camp
Creative Director: Olga Veretiinskaya
Art Director: Evgenia Abramova
Copywriter: Andrey Koziy
Senior Strategist: Tatyana Shekhovtsova
Producer: Dmitry Polikanov
PR Manager: Elizaveta Khmeleva
Head of Magic Camp: Mitya Meshcheryakov
Production: Windrose
