The creative team Saaatchi&Saatchi Russia made the new social campaign devoted to the road safety. The initiative «Vse ravno?!» («Do you care?!») was realized in cooperation with out-of-home operator Russ Outdoor.
The social campaign draws drivers attention to decelerate in residential districts where there is the extremely high risk of the sudden appearance of pedestrians, especially children. That's why in the center of the composition one can see the traffic road with the children's playground on it. For a child every place is a place for games, - warns the slogan.
Campaign «Vse ravno?!» («Do you care?!») distinguishes original format of accommodation: prints put up on the school notebooks named «Autostudent» which are distributed free in driving schools. From June 2012 notebooks with prints «Vse ravno?!» («Do you care?!») are available for 150 thousands students from more than 1 thousand driving schools in 10 Russian major cities - Rostov-on-Don, Krasnodar, Perm, Nizhny Novgorod, Kazan etc.