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. 

TitleStay Live. Stay Alive
BriefPeople in Russia are constantly on their phones while driving, and radio phone-in shows exacerbate this problem. SM Polis Insurance fought against the habit by collaborating with a popular call-in radio show. When a presenter got a call from someone who was driving at, he immediately disconnected the call and broadcast the sound of a car crash. After a moment of scary silence the presenter revealed it was not a real crash and explained the danger of using phones while driving.
Agency
Campaign Stay Live. Stay Alive
Advertiser SM Polis Insurance
Brand SM Polis Insurance

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PostedJanuary 2018
Business SectorSubscribers Only
TaglineSubscribers Only
StorySubscribers Only
Media Type Radio
Length
Creative Director A...ey Gu......lin Subscribers Only
Copywriter A...n M....in Subscribers Only
Copywriter Al.....er S...uk Subscribers Only
Copywriter A...n R...in Subscribers Only
Art Director Vl.....av Der......ykh Subscribers Only
Media Supervisor El.....ta La.....va Subscribers Only

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