Russia as a country with many problems, one of which is it's obsession with speed. Speed causes up to 30% of car accidents in the country - a startling number.

That’s why INTOUCH, a car insurance company, launched a campaign that aimed to shine the spotlight on speedsters. 

Proximity Russia wanted to show how dropping speed immediately changes someones life for the better.

INTOUCH launched 'The First Marathon of Responsible Driving'. The challenge was not to be the fastest, but to follow the road's speed limits. Every kilometre without speeding turned into a rouble, which was then donated to help those who suffered in speeding accidents.