Integrated road safety campaign
Autostrade per l’Italia and the Italian State Police launched an integrated road safety campaign, featuring Paralympic gold medalist Ambra Sabatini. On air from April 15, 2022, the initiative leveraged a media mix including OOH, DOOH, print, display ads, and radio.
The campaign’s claim, “Ci sono limiti da superare, altri da rispettare” (“Some limits are meant to be exceeded, others must be respected”), mirrors Sabatini’s personal philosophy. In the launch video, she shares her story: after a road accident in 2019, she lost her left leg. “That moment taught me,” she says, “that some limits push us to dream bigger, while others — like road rules — are fixed, equal for all, and must not be crossed.”
The campaign focuses on encouraging responsible driving habits, addressing key issues such as seatbelt use, sober driving, avoiding distractions, and respecting speed limits — behaviors that are among the leading causes of accidents on Italian roads. The goal: raise awareness and save lives by promoting a culture of caution and respect behind the wheel.
CLIENT
Autostrade per l’Italia
DATE
April 2022
