Speed Trap

There are three types of speeding drivers: those who deliberately speed, those who do not realize that they are speeding, and those who have to speed in order to collect the other two types when they are involved in an accident. The people of Malteser Ambulance Services belong to the latter category. On behalf of them, this print advertisement asks speeding drivers to take things more slowly. It juxtaposes two pictures taken by a road safety camera, one showing a motorcycle, and the other an ambulance breaking the speed limit. With this surprising angle and without pointing the finger, the message has an appealing, honest, authentic and thus convincing effect. In addition, a discreet call for donations complements the communication with the target audience.