Radio Crashes

Agency Network: 
January 2018


People in Russia talk and text on their phones while driving. We’re used to it, nothing strange.

Radio stations provoke this behavior. Every station has a call-in show where listeners are calling or texting to win presents or just to say hi to their friends.

Smartphone using is the second, after alcohol consumption, human factor causing car accidents. Despite a common opinion, hands-free devices offer no safety benefit when driving. Driving while talking on cell phones – handheld and hands-free – increases risk of crashes fourfold. The number is even bigger for texting and using apps. SM Polis Insurance is fighting against this dangerous habit with live radio broadcast of “car crashes”.

18 radio stations refused to join the action; they only cared about ratings and public image. So we had just one: Novoe Radio. Together with a popular call-in radio show we demonstrated what can happen if you use a phone while driving.

When a presenter was getting a call from someone who was driving at the moment, he immediately disconnected the call and put on air the sounds of a car crash. After a moment of scary silence the presenter revealed it was not a real crash and explained the danger of using phones while driving.

The first results came just in a couple of days. We were getting less and less calls from the drivers.

The story was featured in media. After that the other radio stations changed their mind and joined the action to protect their listeners. People are now stopping to make a call to the show.

Audio advertisement created by Voskhod, Russia for SM Polis Insurance, within the category: Finance.

Advertising Agency: Voskhod, Ekaterinburg, Russia
Creative Director: Andrey Gubaydullin
Art Director: Vladislav Derevyannikh
Copywriters: Anton Mamykin, Alexander Sinyuk
Media Supervisor: Elizaveta Larionova
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kleenex's picture

I say the idea worked.

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