The beauty of life, what it is worth living for and which can be lost in a single moment. For a distraction, an infraction or a drink too many. There is all this in the new social communication campaign of the ANIA Foundation for Road Safety, which has just started.
The collaboration with Oliviero Toscani, born in 2012, was also renewed in 2013: after having drawn attention to the risks that one takes and can be taken "in the circus of the road", Toscani has maintained "Pensaci" as the brand of the campaign , focusing on a new claim. "Don't turn off the light." The video spot, which lasts 20 seconds, was made in six different versions, which have the same common thread.
A high-impact audio, characterized by the typical sounds of emergencies following a road accident, with sirens and excited voices of rescuers that are dominated by the "beep" of a heartbeat detector, is superimposed on frames that scroll very quickly on the screen. These are images of real life, those images that constitute a succession of memories of a person that come to mind in the last, crucial moments of an existence that risks being interrupted due to a car accident. The darkness that comes with the interruption of the heartbeat is broken by the words "Don't turn off the light" and by a voiceover that recalls the 3.653 deaths recorded on Italian roads in the last year. The will of the ANIA Foundation was to exalt the life values. He did so by showing intimate, personal images in which each of us can find ourselves. A child's smile, a horse ride, the joy for the victory of one's favorite team, an embrace with parents or an object that is particularly dear to us: all things that are part of everyday life and that could be lost forever in a road accident. The campaign, as well as on television, will be used on radio, printed paper, billboards and the web. "Think about it" will be on air until March, with a continuous alternation between the various media. The preview was on the weekend of 7 and 8 December, with broadcasts on the main national radio and television stations. It will continue until the end of the year with broadcasts on the radio and in the main national newspapers. A scheme that will also be repeated in the month of February, while in January the campaign will be present on the circuit of large billboards in the main Italian cities. The complete campaign can be seen on the ANIA Foundation website www.fondazioneania.it and the videos on the youtube channel official of the ANIA Foundation.
http://www.youtube.com/user/aniafondazione
