Matti Lindqvist Creative

Saving lives on the
Swedish roads

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CLIENT

Swedish Road Administration

 

SCOPE OF WORK

Idea and concept

Film scripts and storyboards

Copywriting (headlines and tagline)

Art direction and design

Nationwide information campaign about a new speed limit system introduced in Sweden. You can now set speed limits in steps of 10kph, instead of the previous 20kph. A more precise instrument to get the right speed on each individual road considering safety, the environment and traffic flow. Although a few select roads got higher speed limits, mainly highways, this meant a lowering of the speed limit for the majority of roads. A communication challenge in need of a clear and simple idea delivered with ingenuity and finesse.

When I presented the tv ad for the second stage of the campaign to the client, the Traffic Safety Director of the Swedish Road Administration, Professor Claes Tingvall had this to say:

 

“During my decades of work on road safety issues, I have promised a Nobel Prize to the man who can capture the essence of it in 30seconds. Until today, no one had. This is at least worth half of a Nobel Prize. Congratulations!”

The campaign ran on national tv and radio, in printed media, online, in cinemas, on billboards, even on milk cartons and sweet pastille boxes. And it hit home. When the campaign was measured we saw some impressive results: 86% of all citizens in Sweden aged 18–70 observed the message, 83% found it easy to understand and 53% were more positive towards the new speed limits. But most importantly, we now have the lowest number of fatal traffic accidents in Sweden since the 1940’s.

Stage 1: Get the basic message out

Headline: Now we adjust the speeds.
Tagline: The right speed on the road saves lives.

Stage 2: Deepen the understanding
of why we need to do it

Headline: Unfortunately we can’t do this.
Tagline: The right speed on the road saves lives.

More clean-cut ideas

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Matti Lindqvist Creative

Email: matti@mattilindqvist.se

Phone: +46 70 50 89 222

FaceTime*: Email or phone above

Skype*: matti.lindqvist.creative

 

*Please contact me by email to arrange a video meeting.

Copyright © 2016 Matti Lindqvist Creative

Matti Lindqvist Creative

Email: matti@mattilindqvist.se

Phone: +46 70 50 89 222

FaceTime*: Email or phone above

Skype*: matti.lindqvist.creative

 

*Please contact me by email
to arrange a video meeting.