Swedish police are employing a more direct communication strategy this Midsummer, a holiday period historically marked by traffic fatalities. Traditionally, warnings to drivers focus on slowing down and exercising caution. This year, however, police issued a stark appeal: “Keep your distance from the car in front, do you understand?” The unusually blunt phrasing aims to cut through typical public service messaging and directly address the preventable nature of many accidents. Midsummer is a particularly dangerous time on Swedish roads, with a consistent record of traffic-related deaths. Authorities hope the direct approach will encourage safer driving habits and reduce the number of casualties during the holiday weekend. The campaign underscores the ongoing need for driver awareness and responsible behavior.