IN SPAIN ROAD DEATHS ARE INCREASING YEAR AFTER YEAR.

The number of deaths are tragic …

The number of deaths on roads has increased 15% compared to last year.

THAT’S WHY WE NEEDED TO CREATE A STRONG MESSAGE THAT IMPACTED DRIVERS.

Traffic changed the focus with an unusual question, it wants drivers to reflect with this hard hitting campaign, why the number of deaths is increasing for the fourth year in a row.

In a country where road traffic accident victims have increased every year and where people weren't affected by being told they could die, there was a need to raise awareness about the consequences of being guilty of causing a road accident.

This campaign showed that through a unique experience where the brand sets a an unavoidable dilemma.

Under the premise of In a road accident who would you prefer to be? The one who lives or the one who dies?

We showed that all the consequences are terrible and showed a terrible conclusion: in a road accident if you are guilty of causing it, there is no escape, all the options are bad, some are even worse than death.

To create an impact on society and stop the lethargy of 4 consecutive years of increases in road deaths. To shake people up and make them aware of the tragic consequences of an accident.

1. Communication aims.

To create an impact on society and stop the lethargy of 4 consecutive years of increases in road deaths. To shake people up and make them aware of the tragic consequences of an accident.

2. Target audience.

Core Target. Drivers.

Secondary Targets. Society in general and opinion leaders.

3. The innovation in this campaign is showing the tragic consequences of an accident to take viewers to a horrible conclusion: as far as an accident is concerned, if you are the guilty party there is no escape, all of the consequences are terrible, so much so that even death isn't the worst that can happen. The campaign is based on a very crude question which creates a dilemma for the viewer: In a road accident, who would you rather be, the one who lives or the one who dies?

We have had very high media coverage and the campaign has featured in the main national media.