Solution: we recreated a terrible accident scene and took it on the road - to show drivers as they were driving. It reminded them of the consequences of bad driving in the most graphic way possible. We ran it strategically around areas that have seen the most accidents in previous years, to scare drivers at the most important times.

Result: hundreds of thousands of drivers saw our “street theatre.” While we can’t prove it directly saved lives, just the chance of saving one life with a timely reminder was worth the effort.