At the end of a big party, drunk people who would drive got a free ride home with an unforgettable driver: a car accident victim’s father.

We approached drunken young people at the end of a big party. For those who would drive we offered a safe ride back home. What they didn’t know is that their driver was a road crash victim’s father. The conversations in these rides were filmed and turned into a video that was shared in social network, receiving a massive organic support from influencers, celebrities and TV shows.

The rides became a great life lesson and the video received a massive organic support from influencers, celebrities and TV shows:

- More than U$ 4 million in earned media.

- More than 20 million people reached.

- More than 100 new volunteers.

- Approximately 30% decrease in car accidents in that region since the campaign was launched*.

*Data from EPTC - Public Transport Company