With a clear objective to reduce the accident rate and deaths of motorcyclists, we created a low cost initiative to help motorcyclists to be aware of maintaining the safety distance with other vehicles at any time of the day. We needed to be very near to drivers, to almost be in front of their eyes to keep them aware. We created Life Line.

Life Line is a sticker located on the visor of the helmet and reminds you permanently of the minimum distance you must maintain with the vehicle in front. Life Line marks a point on the horizon, the line always has to be below the tires of the vehicle in front of the motorcycle and if the line is above the tires of the vehicle it means is time to slow down or brake. It is a line that maintains the distance between life and death.

Under all the safety guidelines and advice of mobility experts, we created a sticker for helmets, we selected materials in terms of durability and visibility; And we partnered with the main producer of helmets in Colombia to include Life Line in their products.

We launched Life Line in December 2016 to be present on christmas and holidays, when reckless driving, drinking and driving and other critical behaviors are on the rise and extended activities until January 2017 being present in streets and roads when Colombians are traveling on vacation. Bogotá, Cali, Medellín and Barranquilla were selected as key activation cities because of their high figures on traffic accidents. We installed 3 activation kiosks in each city, in streets and key roads with small teams: experts giving advise on safe driving and a support team putting Life Lines on drivers helmets, explaining how it works and raising awareness on safety distance.

The motorcyclists were positive in reaction to the campaign, interest was high on activation points and we started a massive implementation with a key ally. In the first 30 days we installed more than 5.200 Life Lines on drivers helmets in the activation points and more than 3.000 downloads of DIY Life Lines were made.

The leading helmet brand in Colombia, Inducascos, joined the initiative and now of all their products regardless of the segment (street, xtreme, security and others) come with Line of Life in the visor. This makes our idea nationwide and puts the message in front or drivers eyes as we planned it.

The most important results were saved lives. Comparing the same period of time in the last year we had:

61% less traffic accidents

37,7% less deaths on traffic accidents

52% less people injured