Romanian Police – IRREPARABLE TRAUMA

ROMANIAN POLICE – IRREPARABLE TRAUMA Information Public Case Summary Team Campaign: IRREPARABLE TRAUMABrand: ROMANIAN POLICEClient: Romanian Police – Traffic Police DirectorateLead Agency: Mercury360Contributing 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. Creative Reel Images of Creative Work Flyer Web banner social experiment Contextual banner December banner Victim social experiment Conference – street action back to winners