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20.11.2009
Drunken Driving Monument Mounted in Moscow
A giant 12-meter-high bottle filled with crashed cars was placed on Krasnopresnenskaya embankment, ADME.ru reports.
AdMe.ru was informed by Zavod advertizing agency, that the campaign is held under the auspices of State Car Inspectorate and supported by Russian Union of Car Insurers. The installation, the initial stage of the campaign, was coincided with the UN-established date – November 15 – the third Sunday of November, which is the World Day of Remembrance for Road Traffic Victims. The International Trade Center housing the First Global Ministerial Conference on Road Safety on 19-20 November was chosen as a location of the monument for the victims of drunk drivers.
Victor Nilov, deputy head of Road Safety Department of RF MIA said: “The place is not a random choice. The first ministerial conference on road safety will be opened in the Trade Center in Moscow in a few days.”
“We aimed to bring a message of incompatibility of alcohol and a car via comprehensible visual means,” says Maxim Fyodorov, the author of the idea, creative director of Zavod Social Communications Agency. “Actually, we showed what is generated by combining these two things – a pile of smashed cars. The campaign is held under a slogan “Had a drink? Never start! You’ll come to grief. The installation creating process may be seen at www.bezdtp.ru. This website should be familiar to you; it was used by previous road safety campaigns. Now, it orients solely at fighting against drunken driving.”
www.bezdtp.ru serves the engaging mechanism for movement “Traffic Free of Danger”. A user may download an avatar or banner to be placed in their social nets, as well as screen saver or a sticker image for a car. The campaign is in its infancy stage, but the installation has already captured the mass media.
“Delegates to the First Global Conference on Road Safety will see this symbolic monument for victims of drunken drivers,” said Natalya Agre, general director of Zavod Social Communications Agency, in her interview to Avtoradio. “The thing is that drunken driving is an international issue. The global community should know that we in Russia use various methods, apart from administrative ones, to solve it.”
Source: www.adme.ru
 
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