Multi-channel social campaign aimed at encouraging Polish drivers to drive slower. We were responsible for the overall activities, including: consumer study, communication strategy, creation, production, PR activities and events. Due to that the campaign covered TV, outdoor advertisement, press and radio. We also generated a lot of Internet activities, among others, we create a website, the fanpage „Turn on your brain” and the event „I don’t zip up!”. We designed special applications, conducted questionnaires and contests and Internet games. Internet campaign, however, was not limited to the main page and fanpage: we also conducted SEM campaigns, we introduced video banners, in-game campaigns and e-PR (campaign in blogosphere). We also generated an interesting ambient solution – calling drivers to order with the help of the CB radio.