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Test Drive Adaptation

Agency Network: 
Published/Aired: 
April 2019

Description

Post-traumatic stress disorder (PTSD) after car accidents appeared to be highly underestimated problem, that hadn’t been widely addressed before. This is the terrible oversight. According to the research published at US National Library of Medicine National Institutes of Health, the pooled prevalence of PTSD among RTA survivors was 22.25%. This means that every fifth driver that gets into car accidents suffers from psychological trauma that causes anxiety, panic and fear of driving. By the year 2020, the injury caused by RTA will be the 3rd-leading cause of disability.
This problem has never been covered in Russia, so people don’t know where to seek help. Addressing this problem to a psychotherapist isn’t an option for majority of Russians as they have a habit to deal with their traumas by themselves. According to Russian Public Opinion Research Center survey, only 1% of Russians look for counselling in a challenging situation.

For a month, Renault dealership in Moscow hosted 20 professional therapists with driver instructor skills. Renault Logan Stepway test drive cars were equipped with dual control pedals and arranged a safe driving area. Participants applied for Drive Therapy on the project website and got 3 free sessions with a therapist inside the car. The first session was held inside a parked car and included counseling, discussion of the accident, discovering deep sources of the fear. On the second session talking therapy was combined with driving in a safe area – therapist accompanied the participant and had full control over the car. On the third session they drove on the real city road.

Experiential advertisement created by BBDO, Russia for Renault, within the category: Automotive.

Advertising Agency: BBDO, Moscow, Russia
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