Nemyslíš? Zaplatíš! (You don’t think? You pay for that!) is a Czech social advertising campaign made by BESIP (part of the Ministry of Transportation, caring about Road Safety) in order to create awareness about causes of vast majority of accidents. This campaign very lively illustrates many kinds of consequences of agressive driving, driving under the influence of alcohol, drugs or of non-using the seat belts. The campaign is criticized for the real depiction of the accidents with all details which can negatively affect children watching it. But if you have a chance to compare this Czech campaign with similar one in UK, you find out that BESIP campaign is by far not the most drastic. (look at the posts below)
And here you can compare it with UK pro-safe driving campaigns:
Do you now think that BESIP campaign is so tough as many Czech people think?
BESIP campaign have facebook fan site where it posts videos from the campaign and people can share photos from their own accidents and write here their comments and stories about them. Shortly before the Easter they started off a campaign on facebook. Nemyslíš? Zaplatíš! offial facebook site offered an Easter on-line posters to send as Easter wishes. They offered three kinds of posters – with Easter colored eggs, with baked lamb and with chocolate rabbit. You could send one of them to your friends on facebook with your personal message. When a person opened it, it said: ‘Facebook user So and So have sent you an Easter wish. But an accident happened on its way… Do not ask for troubles when on the road and do not drive under the influence of alcohol. Happy Easter!‘ And when you look at the image of the poster, it was changed. Eggs were broken and the yelk poured down, baked lamb had broken head and rabbit was broken into pieces.
This is an example how social advertising can be innovative and cleverly use the interactive media to deliver its message. People on facebook shared these posters, talked about it and visited the official website. Here they could watch the videos and became aware of what is causing majority of the accidents. If all the people who visited the site and watched the videos got the message and took some advice from that, not only the creators of the campaign would be happy.
“Beránek, kraslice a zajíčci v kalužích krve. Veselé Velikonoce! | Vláda.” ParlamentniListy.cz. 01 May 2010 http://www.parlamentnilisty.cz/vlada/162497.aspx.
“Nemyslíš, zaplatíš! varje na Facebooku před krvavými Velikonocemi.” Nemyslíš zaplatíš. 07 May 2010 http://www.nemyslis-zaplatis.cz/tiskove-zpravy.
Nemyslis, zaplatis – Embryo – BESIP. YouTube. 07 May 2010 http://www.youtube.com/watch?v=Lgj-CU9ZR4g.
Nemyslíš, zaplatíš! /NECENZUROVÁNO/. YouTube. 07 May 2010 http://www.youtube.com/watch?v=jZP8LYMKejk&feature=related.
Social commercial – speeding drivers. YouTube. 07 May 2010 http://www.youtube.com/watch?v=Y_QZV8tsRIM.