IDEALIST

The aim of the campaign was to remind drivers of the purpose and the signicance of pedestrian passages and zebra crossings with a cheerful and positive tone. Within the framework of the campaign, some unusual, amusing and performance scenarios were staged at zebra crossings across the city in order to show drivers that there will be some interesting things for them to see when they stop and give way to pedestrians at zebra crossings.

The campaign took place in several stages. At rst, a viral video was disseminated without a message featuring a dance ensemble performing the dance Khorumi while crossing a zebra crossing. Subsequent videos featured the message #gaatare (Give Way) (#spend time cheerfully, spend time enjoyably, etc.). The last video explained the essence of the campaign and underlined the connection between giving way to pedestrians and spending some enjoyable time.

The results of the campaign were impressive. At the viral stage, the video uploaded by an ordinary passer-by gathered 300,000 views and the nal video clip was viewed more than 500,000 times. The campaign has made a very positive resonance in the community and received only positive comments on social networks.