“Drive Safely” – Tegeta’s New Campaign to Strengthen Road Safety Culture

“I’ll make it in time,” “I’ll squeeze through,” “They’ll see me,” “They’ll yield,” “It’ll hold.” – Decisions on the road often begin with these very words, and they often end in tragedy. It is precisely around this idea that Tegeta Holding has built its new road safety campaign: “Don’t assume safety – Drive safely.” Throughout May, the campaign will unfold in various formats, drawing public attention to the importance of responsible behavior on the roads.

Road safety is one of the key directions of Tegeta Holding’s Corporate Social Responsibility (CSR) strategy. The company has been working on this issue systematically for years. Among other initiatives, Tegeta joins the UN Global Road Safety Campaign annually.

Tatia Khorbaladze, Chief Strategic Communications Officer at Tegeta Holding:

“Safety – and road safety support in particular – is one of the central pillars of Tegeta’s corporate responsibility strategy. This campaign serves exactly that purpose. We want to convey the message of how important it is to follow road safety rules, especially against the backdrop of rising numbers of serious incidents.

This year, we decided to remind people in a creative and unconventional way that safety should never be taken for granted. The most dangerous words are exactly those that often flash through our minds on the road: ‘I’ll make it,’ ‘I’ll squeeze through,’ and so on. That’s why our core message is: to drive more safely, we must never assume safety.”

The campaign’s creative concept was developed by agency Joyboy. The idea is rooted in a psychological attitude shared by many drivers and pedestrians – the belief that a particular danger won’t affect them, and that they will be the exception. In contrast, the campaign’s key message is: “Don’t assume safety – Drive safely.”

The campaign brings together a wide range of activities – from visual messages on roads and specially designed billboards to social media communications, video ads, and content created for various digital platforms. The central goal is singular: to remind people that every decision made behind the wheel carries responsibility.

Giorgi Kvitatiani, Creative Director at Joyboy:

“Practically everyone knows the rules of road safety, yet in real moments, these rules are often not given due attention. That’s why we wanted to find as deep a human truth as possible in relation to this problem, and to come up with a creative solution that would leave no one indifferent. That’s how we arrived at the words that people often tell themselves – consciously or subconsciously – ‘They’ll yield,’ ‘They’ll see me.’ In reality, a great many road incidents begin with exactly these words. In the campaign, the words are not merely a textual element – they become symbols of the risk that thoughtless decisions create.”

Statistics are also incorporated into the visuals, reminding people that these incidents make no exceptions and that responsibility on the road falls equally on everyone. The visual component of the campaign draws a direct connection between specific phrases and their consequences. For example, one message uses the word “They’ll see me,” accompanied by the note that “a driver’s brain fails to process 50% of information while driving,” and the main message: “Don’t assume safety.” Another visual is dedicated specifically to technical failure, built around the word “It’ll hold,” which alerts car owners to the risks of situations where a vehicle shows no outward signs of trouble – yet the greatest problems are caused by internal faults that aren’t visible. According to data from Geostat, every tenth road accident is caused by a vehicle’s technical malfunction. Other words used in the visuals – “They’ll yield,” “I’ll squeeze through,” and “I’ll make it in time” – are each linked to specific road risks and real facts.

The campaign is supported by Volvo Car Caucasus – a Swedish brand whose core value is safety, and which stands out for its high standards and innovative approaches in this area.

Eka Kevlishvili, Marketing Director at Volvo Car Caucasus:

“Although Volvo continuously researches the causes of accidents and introduces ever more advanced safety technologies in every new model – systems that use cameras and radar to detect hazards in advance and prevent collisions – the primary foundation of safety remains human responsibility. Modern technology can reduce risks and assist in critical moments, but no system can replace the conscious decisions of a driver or pedestrian on the road. That is precisely why safety must never be assumed – it is an everyday responsibility.”

As part of the campaign, the first 100 customers visiting Tegeta Motors branches will be able to have their vehicle’s running gear inspected free of charge, to ensure their car is fully functional and safe. Should any technical fault be discovered, highly qualified professionals will assist with the repair. The campaign is also supported by Shell, a manufacturer of lubricants and oils, whose official representative in Georgia is Tegeta Motors.

Tegeta Holding has been offering customers products and services from internationally recognised, safety-oriented brands for more than 30 years. For the company, however, safety extends far beyond technical reliability. At Tegeta, it is firmly believed that building a road safety culture is impossible without a sense of responsibility among both drivers and pedestrians. That is why the company strives to raise public awareness and promote safe behavior through various social campaigns and educational initiatives. “Drive Safely” is yet another effort in this direction – a reminder that every decision made on the road matters.