“Italian roads are among the most dangerous in Europe and road accidents in our country continue to represent a social emergency. With this new campaign, we want to make people understand that irresponsible driving can have dramatic consequences on the road" claimed Aldo Minucci, President of ANIA, presenting the new communication campaign of the ANIA Foundation for Road Safety, this year created by Oliviero Tuscans.
In the last year in Italy, due to road accidents, 11 people lost their lives every day, a total of 3.860 dead. Over 900 people were injured in the last year, 100 of whom suffered serious permanent disabilities. Not only are the 40 million motorists on the roads at risk, but also passengers, motorcyclists, cyclists and pedestrians. Italy is, in fact, the first country in Europe for the percentage of deaths on two wheels, the third for pedestrians and cyclists. To try to stem this tragic reality, the ANIA Foundation has launched, also for 2012, a social communication campaign which calls for responsibility when driving.
"Think about it." This is the invitation of the campaign, which leads to a profound reflection on how certain driving behaviors can cause pain for oneself and for others. To convey this message in a strong way, it was necessary to find a new language of communication that would strike consciences and then remain imprinted in the mind. For this reason, the ANIA Foundation has chosen the proposal of Oliviero Toscani, who has given an image and a voice to the danger that road traffic entails, using the metaphor of the "road circus".
“Traffic, like life – explains Toscani – is a great circus that takes place every day. Each participant has his role, his scenic times and his goal; everything needs to work well in order to get to the end of the show without a hitch. Even the most exuberant clowns must be very serious professionals”.
The clown is a figure as familiar as it is ambiguous, simple and complex, born to make us "entertain" but which can end straight into tragedy (as often happens in the car). The use of this image is intended to have a highly emotional impact: it serves to make one reflect and recall the consequences that can be caused if one does not have an aware conscience when driving.
“This campaign aims to remove the indifference surrounding the issue of road accidents, a drama that can involve everyone. He wants to force us – through an evocative image – to face reality: the road can be a cause of pain for oneself and for others. It seemed right to us to send this message just before the Christmas holidays, which must be a period of serenity. Trying to stop the dramas that might happen on the roads is our best wish.”
