1 in 10. A number that reflects the harsh reality of Czech roads. Only one in ten people stops to help at a car accident. The ONEMANSHOW Foundation set out to change that.

We wanted to show the raw truth, the emotions, and give people a reason to stop. So we launched a campaign that used shock, emotion – and one Ferrari – to get the message out nationwide.

The biggest influencer in the country. One Ferrari. And a plan we “forgot” to tell him about. What came out of it was a powerful story – and a chain reaction.

The media explosion around the case pulled massive public attention. Suddenly, people started asking themselves: What would I do if I saw a crash?

Billboards with the 1/10 symbol popped up all over the country. On the website 1z10.cz people could learn what to do at the scene of an accident, and the first 110 who passed the test got a free first aid course – in collaboration with the Czech Red Cross.

Since then, we’ve been flooded with messages. People share their stories – whether they needed help, or were the ones who gave it. Thanks to this campaign, the conversation finally started.