'Movement for Safe Traffic' – the first large scale road safety campaign in Russia, built up as a social movement fighting the deadliest trafic violations. The core audience – well off people under 35 with families, but without a notion, that car is a source of increased danger. We impacted them with harsh communication, bases on simple and understandable human values: family happiness, public politeness, company fun, kids’ play.

5 reasons of most dangerous accidents – safety belts disuse, low driving culture, speeding, drunken drive, kids out of adult control – became «products» of the campaign. We shot 5 TV dramas on each theme. Supported them with funny promo interactions for drivers. And worked out ambient communication in one of the biggest and crowded hypermarkets of Moscow, where people come by car. And integrated all activities on the campaign’s web-sight www.bezDTP.ru (noAccidents.ru).

TV-spots were in rotation on federal TV-channels and got over 200 000 watches on the YouTube. Promo activities got over 120 000 participants. The death rate decreased 10% during 2008: over 3 thousand lives were saved. Traffic safety became the point of social concern: Russia has won the right to organise under the UN aegis the First global ministerial conference on road safety in November, 2009.