With a disruptive creative concept and messages that instantly capture attention, the Road Safety Institute (RSI) “Panos Mylonas” and The Newtons Laboratory are implementing their new summer campaign, “Vacation from Vacation,” bringing the message of responsible driving across Attica.
Throughout August, the campaign is featured across all digital outdoor advertising media of Politis Group, leveraging the power of DOOH to connect with the audience during their daily commute.
At the core of the campaign are favorite summer drinks and beverages presented inside IV bags, creating a striking contrast between the relaxed mood of the holidays and the severe consequences of a dangerous choice.
Through smart and disruptive messaging, the campaign serves as a reminder that alcohol consumption, speeding, distraction, and the non-use of seatbelts or helmets can turn a period of joy into a painful experience within seconds.
Special emphasis is placed on the message that alcohol and driving do not mix. Vasilliki Danelli-Mylonas, President of RSI “Panos Mylonas,” highlights the importance of raising awareness during the summer period, when travel increases significantly. As she characteristically noted, the goal of these summer campaigns, run consistently for 13 consecutive years, is to remind people in distinct yet complementary ways that responsible behavior on the road is a prerequisite for every safe journey.
“Our goal is not to deprive anyone of summer joy, but to protect what makes it precious: our people, our moments, and the opportunity to live them again,” notes the President of RSI.
The choice of Digital Outdoor media enhances the immediate impact of the campaign, as the message sits directly along the public’s route, reminding drivers that a safe return is part of the vacation.
Mr. Haris Politis, President of Politis Group, stated: “We leverage the power of outdoor advertising to display messages with meaningful social impact right where the public is every day. Road safety concerns us all and remains a priority for us. We consistently continue our excellent collaboration with RSI ‘Panos Mylonas’.”
Because the best holidays are the ones that end with a safe return.
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