Influencer Campaign in Ukraine Calls for Speed Limit Reform to Save Lives on the Road

Excessive speed has become one of the deadliest threats to Ukrainians—even during the ongoing war. Road crashes are one the country’s leading causes of death, just after Russian missile attacks. Over 50 percent of all road crashes in Ukraine are caused by speeding, and from 2022 to 2024, an estimated 9,000 people lost their lives in traffic crashes. Nearly 60 percent of these tragedies were linked to excessive speed. 

In populated areas, the maximum speed limit is 50 km/h. However, a loophole in current regulations allows drivers to exceed this limit by up to 20 km/h without facing fines. This “impunity +20” rule has led many drivers to believe they can safely drive at speeds up to 70 km/h. The +20 threshold is unique to Ukraine and Russia—most European Union countries either have minimal thresholds or no non-penalty tolerance at all. Lowering this threshold from 20 km/h to 10 km/h would significantly reduce the number of serious road accidents, potentially saving countless lives. 

To address this pressing issue, the Center for Democracy and the Rule of Law (CEDEM), a partner of the Global Health Advocacy Incubator (GHAI), launched a social media influencer campaign, “Speed Up in Life, Not on the Road,” in mid-December 2024. This initiative, part of the broader “For Safe Roads” campaign, aims to rally public support and encourage policymakers to reduce the unpunished speeding threshold from 20 km/h to 10 km/h. At its core, the campaign seeks to raise awareness that adhering to speed limits can save lives. 

The campaign’s central message resonated with a modern society that is constantly in a rush. In our everyday lives, we strive to accomplish more in less time—whether it's speeding through meetings, listening to audio at double speed, or rapidly learning new skills. However, this sense of urgency should not extend to driving. Rushing on the roads is simply unacceptable. 

Leveraging the Power of Influencers for Change 

To amplify this message, CEDEM enlisted the support of high-profile Ukrainian influencers, including journalists, TV and radio presenters, and public figures such as Yaroslava Kravchenko, Yana Brenzey, Emma Antonyuk, Khrystya Zhuk, Katya Markova and Andriy Shymanovsky. These influential individuals actively engage with their followers on social and political causes, and many of their audiences include policymakers. 

By partnering with these influencers, CEDEM aimed to shape the perspectives of lawmakers and push for policy change. Each influencer shared personal insights and urged policymakers and the public to recognize the critical issue of speeding. The campaign’s videos sparked interviews on television and radio, as well as articles in major publications. Social media engagement further amplified the message, leading to widespread discussions about the dangers of speeding and the need for legislative reform. 

The campaign reached an audience of over three million people, resulting in increased public interest. Personal stories of road accidents flooded social media, sparking emotional and meaningful conversations. As a result, Members of Parliament have reached out to CEDEM to discuss the impact of speeding and explore potential solutions. 

GHAI worked closely with CEDEM throughout the campaign, offering strategic guidance on messaging and tactics, financial support and assistance in selecting a local communications firm to execute the campaign’s activities.  

The Ukrainian Road Safety Coalition is responding to policymaker interest by drafting legislation to reduce the speeding threshold. Meanwhile, GHAI and CEDEM will continue to collaborate on strategies to raise awareness of other critical road safety issues, such as effective helmet standards and the introduction of a demerit points system.