LAST LETTER

The Dominican Republic leads the list of countries with the highest mortality rate from traffic accidents per year in the world, according to WHO statistics; Totaling more than 3,000 deaths per year, which in other data means the number of 64.6 deaths per 100,000 inhabitants, with mobile text being one the main causes. Totally alarming figures and data.

Despite campaigns and calls to raise awareness on the part of the government, companies and society itself, these figures are far from being reduced, since many times these messages are seen as part of the landscape, since they are mostly messages that are there but do not impact drivers.

Inspired by the consequences, we implemented an outdoor circuit, which showed a real vehicle brands insignias after an accident. Badges in which the vehicle logo corresponded to a single letter, to refer to a textual letter. And in an impressive way, we delivered the message to those who move on the streets, of how texting even with just one letter could cause an accident. Fatal accident.

To communicate this, we created pieces that showed how the insignia of the vehicle brands would look like in the instant after an accident. Badges that corresponded to automobile brands that contained a single letter in their logo.

We managed to get the attention of the target, especially in the aspect of awareness. Allied insurance brands joined, thus achieving the introspection of the public and reducing traffic accidents by 40%.