2020 – which gave us a raging pandemic that killed millions around the globe and cancelled so many events that we look forward to, killings which sparked months of social unrest and violence, a contentious presidential election between two septuagenarians that was the definition of “lesser of two evils” – will clearly go down as the “worst year ever” for anyone who lived through it. But when we were tasked with creating a driving safety campaign for Zero Fatalities, we realized that there was a way 2020 could have been even worse: getting killed or killing someone else in a car crash. This simple, multi-channel campaign was created to take advantage of a unique and compelling cultural moment, one that everyone could relate to, and it made people think twice about making the worst year ever even worse.
