In Puerto Rico, it is customary to fire shots into the air during New Year’s Eve celebrations, which results in many injuries and deaths among adults and children. Our objective was to reinforce a print campaign targeted to adults, to create awareness about the problem in a younger audience (18 to 34 year olds). We launched a free videogame online called Midnight Madness hosted at www.JuegaMidnightMadness.com (which translates “Play Midnight Madness”), in which the visitor plays the role of a child that has to dodge bullets that are coming down from the sky. Every second, more bullets come down until it is impossible to dodge them and the child inevitably dies, turning what seemed to be a game into an awareness message.