CHALLENGE
Distracted driving accounted for one in three fatal road accidents in Chile, yet traditional awareness campaigns struggled to capture public attention.
INSIGHT
The … read morecampaign drew inspiration from ‘animitas,’ Chile’s culturally significant roadside memorials, to deliver a poignant and culturally relevant message.
IDEA
"Social Wreaths" reimagined traditional animitas as floral representations of app logos like Instagram, WhatsApp, and TikTok—turning them into sobering reminders of the link between mobile phone use and road fatalities.
OUTCOME
The campaign achieved a 17% reduction in road deaths, received widespread media coverage, and was praised by the Chilean Minister of Transport as a “powerful idea that amplifies our message.”
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