The number of road accidents involving cyclists has been increasing in Romania from year to year. The statistics reveled a tragical truth: over 150 cyclists lost their life in 2017 (9% of the total amount of victims).
Last year, over 4000 road accidents involved cyclists; 3 out of 10 accidents involve cyclists.
Romania is of the fastest growing bicycle markets in Europe (over 400,000 bikes sold in 2017 / 35% increase ), but also leads the stats in terms of deadly road accidents.
Moreover, every day, hundreds of people drink and get on their bicycles.
The objective: making bicyclists aware that drinking while biking is a major risk for their lives.
General Information:
Strategy: In Romania, thousands of cyclists are involved in alcohol-induced crashes every year. In the effervescent going-out culture of big cities, every day hundreds of people drink and then get on their bicycles with no concern for their own safety.
Therefore, in the first phase, our approach was to address to cyclists who drink in bars and terraces; it is a category of target that is open minded, eager for new experiences and prepared for sharing them on social media.
Afterwards we interacted with the cyclists who came to bike fests in big cities from Romania.
Our strategy was to make them aware that drinking makes them lose control over their bikes.

In order to understand how little control they have after a few drinks, we created a different kind of bicycle: a “Drunk Bicycle”, a bicycle from Pegas that has a reversed steering mechanism.
Pegas promoted on FB the cycle as a new model from its range, inviting people to attend to local events. Here we invited urban cyclists to test their balance, proving that their reflexes and experience are not as reliable as they think.
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