More than 3 million people die due to car accidents all over the world. The main reason being reckless pedestrians and drivers.
Chile is the second OECD with more deaths due to car accidents. Only in 2022 84.731 car accidents were registered.
This is because Chileans lack traffic education and very few tools are taught at schools and it can be seen every day when pedestrians jaywalk.
In the platforms word, Audio on Demand (AoD) has grown fast. Only in Chile 64,8% of people who consume online or offline radios listen to more than 2 hours 40 minutes on average and 35% of them listen to podcasts.
With the invasion of these Audio on Demand (AoD) platforms such as Spotify or Apple Music people can access their content 24/7 in their daily life, on their commute to listen to the news or just to have fun. This has become a huge opportunity to make a change. With this data, we decided to intervene in the most dangerous intersections in the city, turning them into scannable Spotify codes to invite pedestrians and drivers to listen to real stories about traffic accidents that happened on that corner. Real stories in the voice of famous Chilean actors in a podcast format.
In only 2 weeks the Prevention Codes podcasts had more than 7k plays and during this campaign, accidents decreased 22,5% making impact in governmental authorities and public opinion. We had support of the Ministerio de Transporte and CONASET coordinators who after an alliance with Municipalidad de Macul they implemented road safety workshops at schools and neighborhood councils.
This professional campaign titled 'Prevention Codes' was published in Chile in April, 2023. It was created for the brand: Ilustre Municipalidad de Macul, by ad agency: La Familia Santiago. This Integrated medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted 5 months ago.
Client: Ilustre Municipalidad de Macul
Campaign: Prevention Codes
Agency: La Familia Santiago
CEO: Ernesto Osses
Executive Creative Director: Sebastián Vildósola
Creative Director: Alonso Venegas Rodríguez
Copywriter: Álvaro Parra
Art Director: Christofher López, Junior Matheus
Social Media Director: Karina Gil
Community Manager: Jannina Muñoz
Account Director: Lhya Jara
Account Supervisor: Karin Schifferli, Carolina Ciro
Film Production: DD Studio
Film Director: Christian Moreno
Sound & Music Production Podcast: Pablo Butazzoni, Felipe Hernández
Post Production: POSTON
Photographer Drone: Christofher López
Assistant Camera: Stefanie Allende
Casting: Catalina Olcay, Carlos Trejo, Carmen Disa, Álvaro Espinoza