2/3 of all who dies in traffic are young men – the main reason is speed. The Backseat is a campaign for the Norwegian Public Roads Administration aiming to get young men to slow down. Young men deliberately drive too fast to prove that they are good drivers. It is simply an attempt to impress girls. We used this insight to create a strategy revolving around stigma. In short we wanted to make it uncool to drive too fast.
Click to see the case film, or click here to see the whole campaign run and the results.