Aiming to educate consumers where and how most accidents occur, this idea is designed to create an immediate action among consumers to avoid danger via different approach from the traditional poster. The ghost map poster activates consumers one-on-one and induces them to be aware promptly of the danger that might happen with them.

By exploiting the widespread belief of Thais in supernatural phenomena, we communicate that “evil spirits" are waiting to consume people’s lives at each accidental-prone location. To gain an immediate reaction from motorists, we take advantage of the deeply rooted fear of ghosts in Thai culture to produce scary yet familiar images of ghosts. In collaboration with a famous Thai ghost cartoonist we asked him to create images of ghosts that directly refer back to images familiar from childhood. Each image explains where and how most accidents occur, and most importantly, how to avoid danger. Or else, ghosts are waiting to end their lives.

The posters were distributed at Rest Areas on Thai highways, with the highest concentration around the 7 targeted locations.

The scary images immediately shocked people into paying attention to the content. By tracking the accident rates at each location,

a noticeable drop occurred after a week. Overall road accidents during the holidays were down 12% compared to the previous year. In addition, the average speed of cars passing through the 7 targeted locations was as much as 20% lower than normal.