Auto safety (anti-speeding) is an idea (it's a value, and it's a policy to be advocated to other people). Often, brand expressions and communications campaigns supporting such ideas get graphic and explicit (like those anti-smoking campaigns that show maimed, disfigured people). But this new public service announcement from the New Zealand Transport Agency found different set of cues. Regret and human sadness -- and the horrific impossibility to have a second chance -- not mangled steel and spilled blood.
YouTube post here -- released on January 8th, it's getting lots of attention.
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