In Russia, talking or texting on the phone while driving is the second biggest cause of accidents after drink-driving. But Russians love taking part in radio phone-in shows, even when they’re behind the wheel. Insurer SM Polis wanted to change this habit – with a radio campaign. At first only one radio station agreed to run the spots, which featured “live” broadcasts of drivers crashing their cars in the middle of phone calls to the station. The campaign got so much media coverage that other radio stations relented and agreed to run the ads, as well as encouraging listeners to park before they called.