Road accidents remain a critical issue in Portugal, with young adults under 24 disproportionately affected. BRISA, Portugal’s highway management company, faces the challenge of reducing road casualties among this demographic. This case study explores the paradox between prioritizing fun over safety and highlights real-life stories to drive home the importance of responsible driving.
Business problem: Road accidents are a leading cause of death and serious injuries among young adults in Portugal. In August alone, 11 young people under 30 died on Portuguese roads, with many incidents linked to distractions rather than alcohol or drugs. These tragedies underline how seemingly minor lapses—like texting while driving or speeding—can lead to irreversible outcomes. BRISA aims to address this by promoting safe driving behaviors.
Consumer problem: Young drivers often equate driving with freedom and excitement, but this mindset can lead to risky behaviors such as speeding or ignoring traffic rules.
Insight: Prioritizing safety does not diminish the joy of driving—it enhances it by ensuring longevity and well-being.
Solution: Provide a preventive first driving lesson with real-life examples of people who were careless in their automotive behavior and suffered devastating consequences but lived to tell the story so new drivers won't make the same mistakes.
Consumer goal: Drivers and families feel confident before, and while driving, that the right. conscious decisions are made.
Business Goal:
Increased awareness among young drivers about the risks of careless behaviors.
Reduction in road accidents involving novice drivers.
A cultural shift towards valuing safety over recklessness on the roads.
Cannes Lions 2016 - Silver Lion
Publicis Groupe - Lisbon
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