• Situation: 9 out of 10 drivers in Czechia openly confess to speeding. Society accepts this fact long-term, so traditional PSA campaigns do not work well. Speeding is responsible for 40 % of fatal car accidents every year. One of the most critical times of the year is the Easter weekend.

• Brief: The brief from ČAP - the Czech Insurance Association - was to raise awareness about the dangers of unnecessary speeding while driving and to encourage people to slow down on the roads.

• Objectives: To reduce the number of accidents caused by speeding, encourage people to slow down while driving, and remind people that a few minutes of extra time on the road is not worth risking their lives and the lives of others.

We live in a rapid age. We care more about effectiveness than safety. Czech drivers are speeding to make up for time lost elsewhere, achieve more, and be less under pressure. To slow them down, we inaugurated a National Delay Day. A one day of holiday from the rush. A day when it is possible to be late in exchange for more road safety. The initiative invited institutions like schools, Newsrooms, football clubs, or theatres to participate by symbolically delaying their events by 13 minutes, to make people change their driving behavior. Partnerships with Czech National Television and the Czech Football Association ensured a broad reach and increased impact. The campaign's message, "Slow down before it's truly late," emphasized the importance of road safety and was delivered through a video manifesto; participating in football clubs and social media hashtags encouraged public engagement.

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 calculated that time they save by speeding +20 kph on average on a main highroad is 13 minutes - held on a route that usually takes 2 hours. That is nothing.

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.

TA: General driving population considering speeding +10 kph above the limit social norm without realizing their action creates enormous risk.

Assets: To create a national holiday where football clubs, TV and radio news, schools, and theatres symbolically delay their program to make people realize rushing is not worth it. The target is to inaugurate an annual.

Implementation  Creating National Delay Day, a day when major events in the country were delayed. An all-national movement allowed people to slow down by giving them a few extra minutes to arrive at events.

TA: General driving population considering speeding +10 kph above the limit social norm without realizing their action creates great risk.

Media Planning: Major LIVE events in the country were delayed. The events occurred in different places throughout the whole day, starting in the morning with universities and morning TV shows, radio news at noon, football cup semi-final matches in the afternoon and a theatre show at night.

Approach: Create a national holiday where football clubs, Newsrooms, schools, and theatres symbolically delay their program to make people realize rushing is not worth it. The target is to inaugurate an annual.

Scale: Over 35.000 people on live events, and another 2.8 million through TV and radio News.

•Reach Over 35 000 people 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.