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National Road Safety Authority: Husband
In 2024, the main campaign of the National Road Safety Authority focuses on driving speed, with an emphasis on intercity roads.
Regarding intercity roads drivers feel that the new roads and advanced vehicle technology allow, tolerate, and forgive high-speed driving. The Israeli driver does not understand the danger involved in excessive speeding on highways/intercity roads and feels confident in driving fast and maintaining control of the vehicle. The goal is to raise awareness of the dangers of excessive speeding and to lay the groundwork for behavioral change towards speed moderation while driving. The strategy determined that we will not go to frightening, threatening places, such as showing accidents. The territory will be emotional and positive: 'Increasing speed actually takes us further from our destination.' The creative breakthrough lies in creating an emotional connection between 'invisible' road signs and our dearest loved ones - every time we see the speed limit sign, we will 'see and hear' our loved ones
Produser: Neta Karmi Related |
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