The number of accidents involving pedestrians has increased in the last few years. The goal was to save lives by raising awareness to the fact that pedestrians are vulnerable.

The idea was to show people how their own bodies and bones would respond to a car collision and make them realize that their bones have no chance against the steel of a car.

The strategy was to reach pedestrians directly in the street with something visceral, relaying something more than just a simple message.

This bus shelter activation took place downtown Montreal in an area where people often cross the streets anywhere. It was in place for a week in October, during the “month of pedestrians:” the deadliest month of the year for pedestrians.

It was the most shared video in the province of Quebec during two weeks, but most importantly, it decreased accidents involving pedestrians by 8%.