Tweet The Romanian Automobile Club ACR has been around for years and has been actively involved in improving road safety in Romania ever since, despite their lack of resources. Romania has the highest number of deaths caused by road accidents psa 40 year old Europe.
The seatbelt, or better say not wearing it, is one the top three "main road killers".
And, in6 out of 10 drivers don't wear their seatbelts. ACR asked for our help to do something to grab our audience's attention.
Campaign Summary In6 out of 10 Romanian drivers don't wear their seatbelts, despite all efforts made by the police. Without any budget, we needed to leverage both social media and traditional PR to drive awareness and engagement, and affect behavior change.
But how to make seatbelts hard alfa pentru prostatita ignore in a country where everybody ignores seatbelts? Simple: we stopped talking to everybody, and focused on the more cautious half of the target -- the women -- and offered them a new reason to wear seatbelts: seatbeltb00bing.
Our hashtag encouraged women drivers to take selfies while wearing the seatbelt and upload them to social media. More and more local celebrities and several TV stations joined the initiative and urged others to do the same.
Overnight, from an ignored item, seatbelts became the trendiest and the most talked about accessory to wear in Romania and not only. Results With zero budget, seatbeltb00bing became the number 1 cause-related hashtag in Romania, and the first one to spread across borders.