| Title | SMS LAST WORDS |
| Brand | GLOBAL ROAD SAFETY PARTNERSHIP |
| Product / Service | GLOBAL ROAD SAFETY PARTNERSHIP |
| Category | D04. Installation & Environment |
| Entrant | HAVAS WORLDWIDE SHANGHAI, CHINA |
| Idea Creation | HAVAS WORLDWIDE SHANGHAI, CHINA |
| Media | SHINEWORKS MEDIA Shanghai, CHINA |
| PR | HAVAS WORLDWIDE SHANGHAI, CHINA |
| Production | SHINEWORKS Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Ben Sun | HAVAS Worldwide Shanghai | Chief Creative Officer |
| Shangyong Yang | HAVAS Worldwide Shanghai | Executive Creative Director |
| Jack Xuan | HAVAS Worldwide Shanghai | Creative Director |
| Jeff Zhang | HAVAS Worldwide Shanghai | Associate Creative Director |
| Kiddy Wang | Copywriter | |
| Vincent Jiang | HAVAS Worldwide Shanghai | Copywriter |
| Emily Liu | HAVAS Worldwide Shanghai | Copywriter |
| Sam Jiang | HAVAS Worldwide Shanghai | Art Director |
| Hanmin Ming | HAVAS Worldwide Shanghai | Art Director |
| Will yang | HAVAS Worldwide Shanghai | Art Director |
| Roc Wong | HAVAS Worldwide Shanghai | Art Director |
| Cloudy Wu | HAVAS Worldwide Shanghai | Art Director |
| Jinyu Li | Shineworks Shanghai | Director |
| Koko Huang | Shineworks Shanghai | Producer Director |
| Pingyi Fang | Shineworks Shanghai | Cameraman |
| Suqiang Zhang | Shineworks Shanghai | Cameraman |
| Zhenghua Wong | Shineworks Shanghai | Producer |
| Xuefeng Sun | Shineworks Shanghai | Producer |
| Net Zhang | Shineworks Shanghai | Producer |
| Coco Dai | Shineworks Shanghai | Producer |
| Olive Gan | Shineworks Shanghai | Editor |
In every 8 minutes, someone dies from texting while driving in China. If the drivers can realize the serious consequences of this action, these tragedies can be avoided. IDEA: SMS LAST WORDS. We collected 350 cell phones from the actual people who had died from this action. They reveal the real messages that caused their deaths to warn people not to text while driving. 2015.12.2 Road Safety Day, We held an exhibition to show these actual broken mobile phone to people. It is most veritably and directly. We use these to warn people do not texting while driving.
We collected 350 cell phones from the actual people who had died from this action. They reveal the real messages that caused their deaths. 2015.12.2 Road Safety Day, We held an exhibition to show these actual broken mobile phone to people. Each mobile phone hung a tag which shows the information of dead. Including name of dead, date of death, cause of death. We put these phones on patches of black walls, which look like gravestones. We show these real SMS LAST WORDS to people. We use the most actual ways to remind people the seriousness of texting while driving
This exhibition made more than 40000000 drivers promise to drive without texting. TV, newspaper, radio, blogs, social media talked about our project. This resulted in more than 200 local and foreign media coverage. After this campaign, the accidents due to texting while driving decreased by 48% in the first quarter of the year.
People always ignore the seriousness of texting while driving. It is normal for them to text on the road. So we use a real way to remind them. We show the real mobile phones from the victims who suffered car accidents from this action. They reveal the real messages that caused their deaths to warn people not to text while driving. It is most veritably and directly. When people see these actual broken mobile phones, they will be deeply touched by them that these SMS will become Last Words. We use these SMS LAST WORDS warn people do not texting while driving.