sipit reflects of your driving

Road Safety Authority, in collaboration with sipit, crafted a deeply emotional and impactful message aimed at an audience that is notoriously difficult to reach. With road fatalities rising year after year, the challenge of reducing these deaths continues to grow.

In response, RSA launched the “Time to Talk” campaign, urging the Irish public to initiate conversations with their loved ones about their driving habits and, ultimately, to slow down. One of the campaign’s most striking elements was the “Death Notice” creative, which delivered a sobering message: the next death notice could be yours. It was a dark yet powerful reminder of the consequences of reckless driving.

Upon receiving the creative for this “Death Notice,” sipit sought ways to amplify its impact and explored innovative opportunities to further reinforce the campaign’s message.

The concept of translating the death notice onto mirrors in public bathrooms emerged as a striking solution. This installation not only communicated the message effectively, but it also encouraged individuals to reflect on their own driving behaviours in a deeply personal way, as they confronted their own “death notice” while looking in the mirror.