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I wrote you a letter

Bulgaria leads the EU in road deaths, with campaigns by the Interior Ministry struggling to reduce the rates. Standard fines don’t work; speeding drivers see them as routine. To change this, we created the first emotional fine. Twelve mothers, grandmothers, and sisters wrote personal letters to loved ones lost in crashes. Over 36,000 letters were sent to serial offenders—drivers caught speeding at least twice over 40 km/h above the limit—along with their fines.

Awards

Gold Award Print & Outdoor Direct Marketing

Details

Categories:

Country:

Year:

Credits

Client:

General Directorate "National Police"

Agency:

guts&brains DDB

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