SITUATION

According to official statistics, in Puerto Rico, an alarming 7 out of 10 drivers admit using their mobile phones while driving; which increases the chances of causing or being involved in a road accident.

The risk after Hurricane Maria was even higher, because of the dangerous road conditions it left. Fallen poles, trees and signposts could be seen all over the Island for months after the storm.

BRIEF

Make drivers aware of the danger that represents using a mobile phone while driving; most of all in the road conditions left by Hurricane Maria.

OBJECTIVES

To raise awareness about the dangers of using a mobile phone while driving and discourage drivers from from engaging in that irresponsible practice.

Usually a fallen street pole or signpost is a sign of a car accident. Not after Hurricane María. The massive storm left thousands of fallen poles and sign posts everywhere; and there was no way of telling which were taken down by the hurricane and which by a distracted driver.

To raise awareness about road safety on those critical conditions we used the destruction left by Hurricane Maria and re-purposed it, turning it into the medium for our message.

For the campaign, signs were added to fallen poles and signposts to deliver a message about another danger on the road: drivers on their mobile phones.

The message asked passers by if the fallen pole had been because of (Hurricane) María or a driver on a mobile phone.

TARGET AUDIENCE

Primary: Drivers, men and female 18-49

MEDIA PLANNING

The media was organic to the idea and it was born from it. The medium used were the fallen poles and signposts left by Hurricane Maria alongside streets in Puerto Rico.

APPROACH

To use the destruction left by the storm and re-purpose it by turning it into the medium for a road safety campaign.

IMPLEMENTATION

Signs were added to fallen poles and signposts on streets across Puerto Rico using the storm's name as a frame of reference. A simple but arresting message was added: "Was this María? Or Jorge? Don't use your mobile while driving. Nissan"

MEDIA CHANNELS

The campaign did not use an existing media. It used as it's medium the fallen poles and signposts left by Hurricane Maria and re-purposed them to deliver a road safety message.

TIMELINE

In the months following Hurricane María's landfall and destruction in Puerto Rico. The wreckage it left by the storm could be seen a year after the storm.

SCALE

Fallen poles and sign posts were chosen for their degree of damage and visibility in order to have the biggest impact possible. Over 40 outdoor signs were placed and the campaign was also amplified on social media.

Results measured online:

27% organic reach

+1% average engagement (2% vs category average 1%)