At the press conference held on January 18, 2023 at the Faculty of Traffic in Belgrade, the beginning of the national campaign “The Thin Line” was officially announced, which aims to raise public awareness and educate drivers and other road users about safety at level crossings .

The campaign, which was jointly launched by the international organization Transport Community and the Ministry of Construction, Transport and Infrastructure, was conceived and implemented by the M2C creative team, guided by the basic idea of ​​pointing out the dangers of improper crossing through a strong, emotional and striking creative approach. railroad.

The implementation of the “It’s a thin line” marketing campaign included a communication and marketing strategy, then the design and production of a feature TV spot, three educational animated videos and various printed materials.

Broadcasting of the feature video on the public service RTS and other TV stations with national coverage, the media life of the campaign began, the long-term, strategic goal of which is to achieve the “Vision Zero” system, which will make it possible to prevent deaths from accidents at railroad crossings.

Promotional activities of the “It’s a thin line” campaign – just like the broadcasting of feature and educational videos in different languages ​​of the region – will be implemented in the following period in the markets of the countries of the entire Western Balkans.