The National Delay Day used cultural, sports, and educational events to gain nationwide publicity and raise awareness of the speeding problem just before one of the most tragic weekends on Czech roads – the Easter holiday. By delaying essential events such as the national football cup semi-finals, radio news, one of the most popular theatre shows, or university morning classes, the day attracted major TV News that delivered the message to over 25% of the population in just one day. Organic media played an important role in minimum media budget disseminating information and promoting the day, resulting in the Easter holiday with the least fatalities in a century.

Insight

86 % of Czech speed regularly. Speed is responsible for 40 % of fatal car accidents. 43 % of drivers admit they try to make up for missing time. We have calculated that the average time they save by speeding +20 kph on a typical route is 13 minutes. Thirteen minutes held on a route that usually takes 2 hours. That is nothing.

Key message

The main message of the NDD was to encourage the public to slow down "before it's truly late." In life and also behind the wheel. Because slowing down saves lives.

Reach: Over 35.000 people were reached directly during events on-site; the other 25% (2,8 mio.) of the Czech population was reached organically on that day through TV news and social and mass media publicity. With a campaign budget of USD 15,000 (media budget of USD 1,000 only for social media), we managed to get a media value of nearly USD 3,000,000, including prime-time of the top three major TV channels.

Impact 50% drop in Easter holiday weekend causalities compared to the previous year, creating statistically least tragic Easter holiday in the 21st century. (The Czech Insurance Association, as a leading voice in road safety, needed to change the situation radically. They create broader public debate, raise awareness about the phenomenon, and change the mindset in Czech society to slow it down. Not only to save high expenses that accidents cost but, most importantly, to save lives.)

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