AUTOSTRADE PER L'ITALIA
Road Safety Awareness Campaign
The latest ISTAT data on traffic accidents are alarming: they show an increase compared to 2021, along with a growing sense of apathy and indifference toward death, particularly among younger generations. Many young people tend to sensationalize and normalize the phenomenon, as if it were inevitable.
Drunk driving, distractions behind the wheel, and speeding are among the leading causes of daily accidents and fatalities — resulting in over 3,100 lives lost every year. Tragically, these numbers no longer seem to evoke strong emotional responses. But this is not normal.
This reality calls for urgent action to raise awareness, awaken public consciousness, and draw attention to this pressing issue. Our goal is to open people’s eyes with a bold, impactful campaign featuring powerful storytelling and direct language — without resorting to graphic or violent imagery.
The message is especially aimed at younger audiences. That’s why we chose Carmine Elia, director of the acclaimed Italian TV series Mare Fuori, to direct the campaign, and Giacomo Giorgio, one of the show’s most beloved stars, as brand ambassador — to deliver an authentic and powerful message: a young person speaking to young people.
The campaign will air from July 9, 2023, for three consecutive weeks across all major media platforms, both online and offline.
CLIENT
DATE
July 2023
GALLERY
