In Colombia, print media (newspapers and magazines) reach a wide audience as they are distributed for free along transportation routes and high-traffic areas. That's why we chose to run our campaign in this medium to increase impressions and strategically deliver our message to more people while they're on the move.

In Colombia, according to the National Transit Authority, 19 people die in traffic accidents due to driver distractions every 24 hours. That's why we decided to launch a clear and direct campaign during the Road Safety Month, targeting one of the main distractions: mobile phones. The goal was to raise awareness and change a deeply ingrained behavior among drivers who continue to use their phones while driving, despite it being prohibited and carrying corresponding monetary fines.

Source: Data from the General Comptroller's Office of Colombia 2023

Situation.

In Colombia, according to the National Transit Authority, 19 people lose their lives daily due to accidents related to distracted driving. This represents a significant public safety issue, impacting the nation's mobility and well-being.

Brief.

How can we raise awareness and prevent people from getting distracted while driving to reduce the mortality rate during Road Safety Month?

Objectives.

Raise awareness about the dangers of distracted driving, especially concerning mobile phone usage.

Create a disruptive and fresh message that resonates with new audiences regarding the issue.

Encourage a behavioral shift among drivers to prioritize safety over distractions.

Educate the public about existing regulations prohibiting mobile phone use while driving and the associated monetary fines.

Ultimately, reduce the number of traffic accidents and deaths caused by distracted driving in Colombia.

Impact.

The campaign successfully impacted millions of drivers and pedestrians nationwide, who now think twice before opening any app on the road, thanks to the simplicity and boldness of the message.

Reach.

It reached a national level with millions of impressions, being present in a nationally distributed medium. Additionally, it became content for various media outlets.

Engagement.

The campaign experienced a peak in shares and positive impressions, contributing to the brand's image of responsibility and commitment among drivers.

Change in Behavior.

The straightforward message prompted hundreds of drivers to commit to not using their apps while driving, which will help reduce the national statistics.

Brand Perception.

The campaign boosted the brand's positive perception among drivers who received the direct message at dealerships and were impacted by the print materials in mass media.

Achievement against Objectives.

The campaign not only met but exceeded the brand's objectives, becoming a campaign that