Road safety is a complex topic. For the cars owners and drivers there is a numer of mandatory roles, for example, they must buy insurance and pass vehicle roadworthiness test every year. Another layer of the topic is connected with optional activities: checking the history of the used cars before the purchase, as well as self-completion of agreed statements of facts in case of small accidents. Considering the general level of skepticism towards these aspects, we looked for innovative solutions of attention attraction, explanation and persuasion. Developing the 3-stage campaign we’ve made a big step to roads safety in Latvia.

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