Abstract
In 1994 and early 1995 a campaign to foster mutual respect and consideration among drivers was carried out in the Czech Republic. The plan was to make road safety front page news without the use of sensational photographs of major accidents. The campaign ran for 6 months in 1994, continuing in 1995 preceding road safety week. The campaign consisted of television programmes for children and adults, and fifty 33-second short slots. The campaign was also broadcast by radio. Butterfly stickers were made available for children participating in safety training and for car bumpers of supporting drivers. A reduced fatality rate was recorded during the campaign in 1994 compared with the same period in 1993.