THE CHALLENGE Stockholm is growing, but the number of roads isn’t. Congestion and queueing are worsening at junctions. The task was to get individual drivers to understand their role in reducing congestion, making the roads safer and improving traffic flow.
THE SOLUTION It is easy to see the failings of others, but harder to realise our own mistakes when driving. Addressing a common lack of self-responsibility, communication was based around the question “Would you want to meet yourself in traffic?”.
THE RESULT The campaign had a very strong impact and illustrated the benefit to society. Two-thirds of people saw the campaign. Nine out of ten took the message on board. And four out of five said that it had made them think about how they drive. All these figures are a long way above the benchmark.