The “Save Yourself” campaign is based on a simple idea: when we’re on the roads, most of us are just looking out for number one. We’re speeding because we’re late. We jaywalk because we’re a little lazy and the crosswalk is way too far away. We drive impaired because it’s a pain to go get your car the next day when you’re hungover. And we also don’t want to get ourselves killed or go to jail – because that would totally suck for me. It sounds terrible, but maybe a way to get people to drive safer is to tell them to be more selfish, to “Save Yourself.” The “Save Yourself” campaign was designed to target the most selfish cohort on the planet and one that seems to have the most trouble with safe driving – the young male freedom lover who believes that rules don’t always apply to them. That it was produced at the height of the war over masks during COVID just added to the relevancy of the message.
