The Brief 

Road accidents are very worrying in Malaysia nowadays. In 2017, Malaysia registered a death rate of about 23 percent per 100,000 population. There are a lot of factor caused accident like drunk while driving, speeding, taking drug while driving and etc.

The Insight

Majority of road accident is because of human behaviour and selfishness. Drunk is one of the most dangerous action because it caused slow reaction time, decrease vision and reduce concentration. Speeding also a dangerous action because it caused losing control of vehicle, reducing the driver reaction time and increasing the amount distance needed safely stop a vehicles.

The Idea

The purpose of the print ads is to trigger the feeling of self reflect and gain awareness among society. The print ads is using the consequence effect of drive dangerously lead to road accident and the copywriting is questioning  the selfishness of the driver.