Reckless driving had led to accidents that had created a lot of worry about the people's attitudes and road safety in Finnish society. Car Importers, The Finnish Central Organisation of Motor Trades and Repairs, Automobile and Touring Club of Finland, The Association of Automobile Importers, Finnish Oil and Gas Federation and Helsingin Sanomat, the No. one newspaper in Finland joined together to boost the awareness and discussion about road safety in a new way - without scaring or lecturing.