Czech Insurance Association: Urine test

Urine Test: From Wastewater Data to Safer Roads

Drug driving is one of the biggest hidden risks on Czech roads — and traditional prevention wasn’t working. Together with the Czech Insurance Association, we launched Urine Test under the Shortcuts initiative: a prevention campaign that redefines how communication can address drug use behind the wheel.

For the first time, preventive communication in the Czech Republic was guided by real-time wastewater analysis data from the European Union Drug Agency. This innovative method revealed clear patterns of substance use: cocaine peaking on weekends in Prague, on Tuesdays in Brno, and MDMA consumption surging up to six times during weekends. These insights became the foundation for a campaign that spoke to real behaviour instead of relying on moralising messages.

We translated the data into targeted communications showing the true consequences of drug driving — from THC slowing braking distance by seven metres to cocaine’s lingering effects lasting up to 72 hours. The message reached people in the most relevant moments: on the streets, across social media, and at decision-making points.

By integrating chemistry, epidemiology and communication strategy, Urine Test proved how evidence-based creativity can create more relevant, effective and life-saving prevention. The campaign spread rapidly through media and public debate, setting a new benchmark for preventive communication in Europe.

The project was developed together with our PR partner Hero & Outlaw.

Find out more about the Shortcuts campaign: drogyjsouzkratky.cz

Credits:

Creative Agency: McCann Prague
Media Agency: Knowlimits
PR Agency: Hero & Outlaw
Brand: Czech Insurance Association
Client: Czech Insurance Association
Sector: Financial Services

Chief Creative Officer: Leonard Savage
Executive Creative Officer: Martin Svetlík
Creative Director: Vítězslav Štrobl
Creative Director: Aleš Brichta
Copywriter: Michaela Brůhová
Copywriter: Michaela Pechanová
Art Director: Milica Majstorović
Art Director: Lais Veloso
Creative Excellence Manager: Alice Reindlová
Account Director: Petr Malina
Media Director: Jan Suda
Media Specialist: Daniela Klapálková
Social Media Manager: Tomáš Tancer
Social Media Specialist: Linda Illesová
Motion Designer: Radek Král
Motion Designer: Tomáš Matis

PR Director (Hero & Outlaw): Ivo Půr
PR Manager (Hero & Outlaw): Denisa Ladka Morgensteinová
PR Specialist (Hero & Outlaw): Daniela Kalinová
PR Specialist (Hero & Outlaw): Lucie Dosedělová