The document summarizes a road safety campaign in Ukraine focused on reducing speeding. It developed a "face to face" campaign targeting male drivers ages 30-45 using billboards, posters, and radio/TV ads. Research found speeding was a key safety issue. The campaign aims to raise awareness of speed's dangers and consequences through messages about the value of human life. It will use a multi-media approach, including tested creative concepts, to communicate the message "Don't rush! Keep your life!" across various media. The campaign is a partnership between the Ukrainian government and consulting firms.