The social project Xavfsiz Harakat by the insurance company GROSS won two bronze awards at the international advertising festival TAF! — in the categories Marketing & Creative Effectiveness. PR Campaign and Social/ESG (Environmental, Social, and Governance Projects). The award ceremony took place on October 12, 2024, in Tashkent.

The high rate of road accidents and the large number of pedestrian-related incidents remain one of Uzbekistan’s most pressing issues. Choosing to forgo traditional advertising, GROSS decided to focus on improving road safety and launched the large-scale project Xavfsiz Harakat (“Safe Traffic”) in partnership with the Tashkent City Department of Internal Affairs, leading media outlets, government agencies, and socially responsible businesses. The project was conceptualized and implemented by the creative agency Sintez and marketing agency VAZARI.

“We’re proud that the TAF! jury appreciated our decision to invest not in advertising new services but in improving the urban environment and enhancing the quality of life for our fellow citizens,” said Otabek Nazarov, Chairman of the Board at GROSS. “We’re sincerely grateful to all our partners who supported Xavfsiz Harakat. Together, we brought attention to road safety issues and introduced practical solutions to help save lives and protect people’s health.”

 

“We’ve implemented numerous initiatives, such as producing reflective bags, rewarding accident-free drivers, monitoring Tashkent’s streets for pedestrian safety, and supporting amateur athletes. By pooling the resources of all participants, we reached a broad audience through both traditional media and creative, unconventional tools. And this is just the beginning. We plan to further improve road safety, create a barrier-free urban environment accessible to all residents, enhance ecological conditions, and promote healthy lifestyles,” he added.

A Multi-Channel Communication Approach. To attract public attention, the project utilized a wide variety of communication tools:

Outdoor Advertising: A nationwide informational campaign explained the meanings of road signs in simple language.

Influencer Marketing: Popular artists Konsta and Anvar Juraev wrote and performed a song titled “Yashagim Kelar” (“I Want to Live”) and produced a music video about road accident victims.

Innovative Media: In collaboration with UZUM Market, reflective bags were designed to increase pedestrian visibility.

Event Marketing: 

● A 100 km walk through Tashkent with famous triathlete Shavkat Musinov helped identify 117 problem areas in the city.

● The project partnered with the Tashkent International Marathon, supporting vulnerable groups — children, people with disabilities, and the elderly.

● Road safety lessons and the distribution of reflective bags were conducted at a boarding school for hearing-impaired children.

Social Media Marketing (SMM): A dedicated online community was created to promote the importance of traffic rules and host public discussions on road safety. The 100 km city walk was even livestreamed via Telegram.

Ambient Marketing: In cooperation with the Tashkent City Police, special Xavfsiz Harakat squads awarded law-abiding drivers with “letters of happiness” — vouchers for auto insurance policies from GROSS.

Public Relations: The project’s relevance attracted major media coverage, including two live broadcasts on My5 TV (Markaziy Studiya), a live segment on Zo’r TV (Ertalabdan Salom), and numerous features in leading state and private outlets.

Since its launch in October 2023, the social project has reached an audience of over 20 million people. In late September 2024, the Xavfsiz Harakat initiative “Portable Signs” won four awards at the Jolbors Festival–2024:
● Gold in Brand Experience & Activation (Marketing),
● Silver in Ideas (Print & Outdoor Advertising),
● Silver in Creative Use of Print Materials (Media),
● Bronze in the Strategy category.

GROSS’s creative and advertising projects have consistently received international acclaim. In 2022, the TAF! jury awarded the campaign “Any Journey is Safe” with three prizes, while that same year, “Only Good Memories with GROSS!” won silver at the Red Jolbors Festival.