The innovative approach of a media that usually shows death to persuade about life itself, was the main idea. In El Salvador, all the people looks at obituaries as the most direct way to find out who died. That's why the impact of an obituary like social message towards driving security, is strong and inmediate.

The coherence of the message with the media used gave strong impact to the campaign, because obituaries never had commercial applications. Generated word of mouth and gave openings to family conversations. Using its own pages and only black ink, La Prensa Grafica fed its positioning as a social concerned media.