Results and Effectiveness

Result: Hundreds of thousands of drivers saw our 'street theater'. While we can't prove it directly saved lives, just the chance of saving one life with a timely reminder was worth the effort.

Creative Execution

Solution: We recreated a terrible accident scene and took it on the road--to show drivers as they were driving. It reminded them of the consequences of bad driving in the most graphic way possible. We ran it strategically around areas that have seen the most accidents in previous years, to scare drivers at the most important times.

Insights, Strategy and the Idea

In Just 6 days during the Thai New Year holidays, there were 2,932 accidents and 229 deaths on Thai roads. Most were alcohol-related, or resulted from motorcycle drivers not wearing helmets. Thai drivers occasionally see real road accidents, which warn them to drive safely. But after they drive on they forget, and return to their dangerous habits.