The speed limit in New York City is 30 MPH, and for good reason. A pedestrian hit at 30 MPH has an 80% chance of survival, while someone hit at 40 MPH has a 70% chance of dying. The City asked for our help getting this message out. Our strategy was to create an execution that could communicate directly to drivers on the road. Our solution: the “skeleton sign”, a radar-enabled road sign that flashed an ominous graphic and a message to “Slow Down’ to drivers who sped past at more than 30 Miles Per hour.Our goal was to create a “social object”, something that could directly communicate to drivers on the road, but also give local and national press something interesting to talk about.The strategy was simple. Explain to drivers that the speed at which they drive really is a matter of life and death.