Brand Tracker

Welcome to the automated Brand Tracker diaries.

Czech Republic

Not pirates on the roads, but us. The Czech Insurance Association shows how ‘normal’ driving kills

Campaign: Normal Driving Kills

Source: https://www.mam.cz/novinky/kreativita-a-kampane/2026-09/cap-v-nove-kampani-upozornuje-na-rizikove-chovani-beznych-ridicu/

Goal: To raise awareness about everyday driving behaviors that can lead to accidents

Claim: What we consider normal may not be safe

Media: Television, outdoor, print, online communication, social media

Summary: The Czech Insurance Association's new campaign 'Normal Driving Kills' shifts focus from extreme drivers to common unacceptable behaviors that are often justified. It employs a creative concept driven by research indicating that many drivers engage in risky behaviors. The campaign includes visual displays of wrecked cars in busy locations, designed to evoke reflection on driver behavior before officially launching into broader media channels.

Czech Republic

Don’t Turn Off, Don’t Be *****!

Brand: Svět motorů

Campaign: Don’t Turn Off, Don’t Be *****!

Source: https://www.mam.cz/novinky/kreativita-a-kampane/2026-09/nevypinej-nebud-svet-motoru-chce-zmenit-pohled-ridicu-na-asistenty/

Goal: To change drivers' perceptions of safety and assistance systems in cars.

Claim: Safety assistants are not infallible replacements for drivers.

Media: Television, online publications

Summary: The car magazine Svět motorů has launched an awareness campaign titled 'Don't Turn Off, Don't Be *****!' aimed at changing drivers' views on the necessity of safety and assistance technologies in vehicles. The campaign highlights both the benefits and limitations of such systems, emphasizing how they can prevent or mitigate accidents, while also educating drivers on their actual functioning and potential shortcomings.

automotive education driver assistance systems road safety

Czech Republic

The Czech Campaign ‘Hey, Motorcycle!’ Won the Crystal Award at the Festival in South Korea

Brand: Ministry of Transport

Campaign: Hey, Motorcycle!

Source: https://www.mam.cz/novinky/kreativita-a-kampane/2026-09/ceska-kampan-hele-motorka-ziskala-crystal-award-na-festivalu-v-jizni-koreji/

Goal: Increase driver awareness of motorcycles on the road

Claim: Hey, Motorcycle!

Media: Television, radio, outdoor, online, PR

Summary: The Czech campaign 'Hey, Motorcycle!' succeeded at the MAD STARS 2026 advertising festival in Busan, South Korea, winning the Crystal Award in the Strategy Stars category. The project, aimed at raising driver awareness about motorcycles, was initiated by the Ministry of Transport, BESIP, and the Czech Insurance Association. The campaign encouraged drivers to pay attention to motorcycles through the slogan 'Hey, Motorcycle!' and included various media channels and a guerrilla installation in Prague. The campaign's strategic approach significantly reduced motorcycle fatalities and promoted a new safety habit among drivers.

advertising award road safety

Italy

Quattroruote brings animal safety in cars to Salone Auto Torino

Brand: Quattroruote

Campaign: Safety of Animals in Cars

Source: https://brand-news.it/brand/quattroruote-porta-al-salone-auto-torino-la-sicurezza-degli-animali-in-auto/

Goal: Raise awareness about safe transportation of pets

Media: Event talks, practical demonstrations, expert meetings

Summary: Quattroruote is renewing its commitment to promoting road safety, focusing on the safe transport of pets during the Salone Auto Torino event. From September 11 to 13, they will host discussions, practical demonstrations, and expert meetings to educate drivers on how to ensure safety and comfort for dogs and cats in cars. Quattroruote will also have a presence inspired by its Testing Center, featuring a limited edition collection of celebratory posters.

education event pet transport road safety

Northern Ireland

Ardmore Launches ‘Get Road Ready’ Campaign Ahead of NI Driving Law Changes

Brand: DfI Road Safety

Campaign: Get Road Ready

Source: https://www.adworld.ie/2026/08/21/ardmore-launches-get-road-ready-campaign-ahead-of-ni-driving-law-changes/

Goal: Raise awareness of the new Graduated Driving Licensing scheme

Claim: Road Ready

Media: Television, audio (radio and streaming), out-of-home, digital, and social media

Summary: Ardmore Group launched the 'Get Road Ready' campaign for Northern Ireland's Department for Infrastructure to promote awareness of significant changes to learner driver licensing and testing starting October 1. The campaign uses various media channels including TV commercials, radio, and digital platforms, aiming to prepare young drivers for their challenges rather than restricting them.

campaign driving licensing Northern Ireland road safety

Ireland

RSA Urges Motorists to ‘Take 2’ in New Campaign from Forsman & Bodenfors

Brand: Road Safety Authority

Campaign: Take 2

Source: https://www.adworld.ie/2026/08/14/rsa-urges-motorists-to-take-2-in-new-campaign-from-forsman-bodenfors/

Goal: To improve motorcycle safety by encouraging drivers to take a second look at T-junctions.

Claim: Look right, look left, and look right again.

Media: television, VOD, outdoor, radio, digital audio, social media

Summary: The Road Safety Authority (RSA) has launched a new campaign titled 'Take 2', created by Forsman & Bodenfors, to enhance motorcycle safety at T-junctions. The campaign encourages drivers to pause and look for motorcyclists before moving out, aiming to reduce serious accidents at these junctions where many incidents occur. It is supported by various media channels and offers additional communications aimed at motorcyclists focusing on visibility and road safety.

advertising motorcycle safety public awareness road safety

Luxembourg

Courtesy on the Road: Road Safety Luxembourg Reflects Our Own Image with Plan K

Brand: Sécurité Routière Luxembourg

Campaign: plan K

Source: https://www.adada.lu/2024/02/courtoisie-au-volant-la-securite-routiere-luxembourg-nous-renvoie-notre-propre-image-avec-plan-k/

Goal: Promote road safety

Claim: Courtoisie au volant

Summary: The campaign 'plan K' launched by Sécurité Routière Luxembourg aims to reflect and promote road safety awareness among drivers. It focuses on encouraging courteous driving behavior and responsible road usage.

courteous driving road safety

Czech Republic

Hero & Outlaw Launches Campaign Legends Drive On

Brand: Hero & Outlaw

Campaign: Legends Drive On

Source: https://www.mam.cz/novinky/kreativita-a-kampane/2026-07/hero-outlaw-spousti-kampan-legendy-ridi-dal-zameri-se-na-pravidelne-lekarske-prohlidky-senioru/

Goal: To promote regular medical check-ups among seniors

Claim: Driving assessments are not an end, but a strategy to stay safely behind the wheel

Media: Traditional media mix, digital advertising, social networks, printed materials, collaboration with industry events

Summary: The communication agency Hero & Outlaw has launched an awareness campaign titled 'Legends Drive On', which focuses on senior driving. It presents regular medical checkups not as a threat to driving licenses but as a supportive step to help seniors drive safely. The campaign addresses that health assessments don't necessarily imply an end to driving and features various individual solutions that can allow seniors to maintain mobility while enhancing road safety. The campaign, presented by Václav Knop, includes digital and social media components and directs audiences to its informational website.

awareness campaign health checks road safety senior safety