ROMANIAN POLICE - IRREPARABLE TRAUMA

Information

Public Case Summary

Team

Campaign: IRREPARABLE TRAUMA
Brand: ROMANIAN POLICE
Client: Romanian Police - Traffic Police Directorate
Lead Agency: Mercury360
Contributing Agencies: Road Accidents Victims’ Association | Autovit.ro

Public Case Summary:
Pedestrians are the most vulnerable of all road users. In this road safety campaign, the Romanian Police aimed to counterbalance the seasonal rise of pedestrian fatalities. The strategic approach was to make drivers empathize with pedestrians by creating “a first-hand experience of a trauma”: a social experiment involving a second-hand car-sale ad on Autovit.ro.

None of this would have happened without the participation of real pedestrian victims, who embraced the cause and voluntarily shared their unfortunate stories, so that less people suffer. The Romanian Police is grateful for their contribution.

Team: George Grigore, Chief Commissioner, Deputy Director - Traffic Police Directorate, Romanian Police - Traffic Police Directorate // Andrei Dumuta, Business Manager Auto - Autovit.ro // Ioana Gheorghita, Brand Strategist - Mercury360 // Bogdan Oproiu, Chief Commissioner, Head of Traffic Coordination Service within Traffic Police Directorate - Romanian Police - Traffic Police Directorate // Gabriel Popper, Deputy commissioner, Specialist Officer for Traffic Police Directorate - Romanian Police - Traffic Police Directorate // Liviu Turcanu, Creative Director - Mercury360 // Camelia Grad, Group Creative Director - Mercury360 // Mihaela Bourceanu, Client Service Director - Mercury360 // Loredana Hatingher, Account Director - Mercury360 // Raluca Blana, Sr. Account Manager - Mercury360 // Andreea Puscoci, Brand Manager - Autovit.ro // Catalin Codescu, President - Road Accidents Victims’ Association.