Speeding is a serious issue in Russia. It is the major contributor to Russia’s fifth place in the world’s ranking os road fatalities per year. This is a list topped by India, China, Brazil and the US that no country wants to be on.

Proximity’s car insurance client, Intouch, stands for responsible driving. So Proximity and Intouch decided to take a big step toward solving the problem of speeding. And the Responsible Kilometers project was launched.

The idea was simple: Let drivers help those who had become victims of fast driving by trips without speeding. The emotional message is strong.

Intouch announced that it would donate 1,000,000 rubles (AU$31,354) to help those who had become victims of fast driving – if drivers would contribute by changing their driving habits.

Drivers were asked to install an OK.INTOUCH app from AppStore or Google.Play, that recorded and analysed every trip by car. If the driver obeyed the speed limit for most of the trip, he would be given a green ticket with an amount of money to be added to a virtual bank.

When Russia’s drivers had contributed 1 000 000 virtual rubles in total – which they did 2 times faster than was expected – Intouch donated the real sum.

Creative credits: 

Agency: Proximity Russia (part of BBDO Russia Group)

Creative director: Andrew Kontra & Luis Tauffer

Creative group head: Ilya Andreyev

Art director: Alexandra Ermolenko & Ivan Malakhov

Designer: Igor Dolgov  Sergey Kurbatsky

Senior copywriter: Polina Zabrodskaya

Copywriters: Valentina Ekimyan & Evgeniy Kovin

Digital directors: Ekaterina Smygina & Alexander Makarovsky

Digital production: Indee Interactive

Animator: Alexey Frolov / Animator