According to preliminary statistics from Carabineros de Chile, in Chile during 2022, 1,700 people died in traffic accidents, events that continue to be the second cause of external death among young people and minors between 1 and 14 years old. In addition to the people who died, another 60,000 suffered injuries of varying degrees.

With the challenge of reducing the number of people killed in traffic accidents by 30% by the year 2030, the dissemination of a message is required that educates, generates awareness and informs the general population about different aspects of the Traffic Law and the road coexistence. This means developing a campaign that contributes to and enhances the actions carried out by the State of Chile to create collective awareness about the responsibility we have in creating a better coexistence on the streets and highways of the country in order to avoid more deaths.

To raise awareness, we recreated a commercial shown in 1992 that impacted the entire country. With the same protagonist, the same shots, the same story came to life but in the present.

Just minutes after launching the campaign, the impact was completely media-driven

Being the most talked about campaign in the country.

More than 100 media published our idea

generating earned media that tripled media investment.

But the most important thing is that the number of deaths was reduced by 38% compared to the previous year.