Sex sells. This is nothing new and majority of advertisers use sex to sell their products. And now in Denmark sex was used in the social campaign made by the Danish Road Safety Council. The campaign goal is to get people (read: men) to slow down to 50 km in cities. The Danish Safety Council has decided to draw attention to speed signs by using sexy, half naked girls - Bikini Bandits. They made a movie with the Bikini Bandits, who stay on the roads and wave with speed signs.
When asked, men are very excited and happy with the idea, as you can see in the movie.
Even though the campaign isn't very original, I like the effort it was done to present a dfiferent approach to social campaign and the movie definitely attracks target group's attention. However there is a huge weakness, I seriously doubt the view of breasts can get people to slow down and respect the speed limits. Its appeal isn't strong enough, it is not engaging enough. You laugh, and then sit in your car and speed up, dreaming about the breasts. Irresponsible?
