Using a phone while driving is the third most-committed misdemeanour in the Czech Republic and the cause of many traffic accidents. The goal of the campaign was to bring awareness to the problem, primarily by using emotional TV ads, but also on the radio, in print, and online. As a result of the campaign, 4 out of 5 drivers changed their behaviour behind the wheel.
The Czech Insurance Association
is a group that protects the interests of its members and educates policy holders. One of its activities is creating preventive campaigns with the goal of changing how drivers act.