9 out of 10 Czech are speeding regularly. Speeding is responsible for 40 % of fatal car accidents. 43% of people admit they are speeding in order to make up time. Driving 10 kph over the speed limit is a widely accepted social norm, while being late is considered an unacceptable social faux-pas. What people necessarily don’t realize is that speeding doesn't create any significant time savings, while the risk of fatal accidents grows exponentially. Speeding is a deeply ingrained and dangerous behavioral pattern in the Czech republic and the goal of the Czech Insurance Association is to drive behavioral change in order to make the roads safer.

To bring attention to our message and actually allow people to slow down, we delayed multiple major live events that usually start precisely on time - starting with Prague's Astronomical Clock, a national symbol that has not been delayed in its entire 600 years’ history. We also delayed the national football cup semi-finals’ kickoff broadcasted live on national TV, school and theater schedules and much more. All these events were delayed by the symbolic 13 minutes, giving people the permission to be late and also bringing attention of the media and the wide public to our message: “If these can be late, so can you. Slow down.”

Background: • Brief: The brief from ČAP - the Czech Insurance Association - was to raise awareness about the dangers of unnecessary speeding and to encourage people to slow down on the roads. • Objectives: To reduce the number of accidents caused by speeding, encourage people to slow down while driving, and remind people that a few minutes of extra time on the road is not worth risking their lives and the lives of others. • Situation: Traditional PSA campaigns do not work well. After years of traditional “scare” campaigns, speeding is still responsible for 40 % of fatal car accidents every year. That's why we decided to change the conversation from speeding… to time: the missing time Czechs try to make up for in their cars.

• Impact The campaign became the main talk of the day. “Slow down, it's National delay day” became a catchphrase resonating among the population in both the online and offline world.

• Reach

2.1 million reach through influencers 3.5 million reach through Facebook and Instagram 6 million reach with promotional video on Youtube and social media 178 media releases with earned media worth 10 million EUR reaching 7.5 million of the 10 million population.

• Engagement Over 30 commercial & governmental brands joined the initiative, postponing their schedules to allow people to come late. 30+ organic influencer releases. Initiative was widely appreciated by both the public and the authorities including the Minister of Transport of the Czech republic.

• Change in Behaviour/Achievement against objectives In the week directly following the National Delay Day, Czechs have actually slowed down, resulting in a 10 % reduction in speeding accidents.