In order to keep children safe, The Ministry of Transport asked us to develop a campaign to reduce the number of child deaths due to traffic accidents by 20%.

We discovered that a child dies in a car accident every three minutes, and that 78% of these accidents take place near school zones. This was mainly because drivers ignore traffic signs.

We decided to create traffic signs designed to save children’s lives. By leveraging a key celebrity endorsement, we teamed up with Looney Toons and turned their characters into traffic toons. This way children would see their favourite characters on traffic signs and notice them, and call the attention of their parents or the drivers. This led to an increase in the debate about traffic safety in school zones and an increase in the awareness about traffic regulations.

We managed children's celebrities not only for entertainment but also to save their lives. So far no accidents have been reported in school areas thanks to the Looney Toons endorsement.

We decided to create traffic signs designed to save children’s lives.

By teaming up with Looney Toons, we turned their characters into traffic toons.

This way, children would see their favourite characters on traffic signs and notice them and in this way call the attention of their parents or the drivers.

We placed 10 different designs around 26 different schools around Ecuador.

Awareness to traffic regulations increased by reaching thousands of drivers and pedestrians. The traffic signs raised a debate about traffic safety around School Zones.

But most importantly, no kid has been harmed in school areas since the installation of traffic toons.