Background

Research by the non-profit organization Parley for Road Safety (P.R.S) shows that most fatal traffic accidents are caused by minor traffic violations. Many, however, seem too sure of their good luck, probably due to the fact that no one ever got hurt from their minor transgressions. Hence our challenge is to break up this misconception and dissuade them from tempting their fate.

Describe the creative idea

Even the slightest traffic violation might “hurt” your loved ones! For starters, your mother may be subject to some not-too-warm-and-friendly “greetings” from the ones you inconvenience. This Mother’s Day, we asked people to send us dash-cam footages of minor traffic transgressions and adapted them into a music video entitled “Best Regards to Mom”. Dedicated to the dear mothers of traffic violators, the song’s lyrics are inspired by the “warm greetings” they receive. This video is a humorous reminder that abiding by traffic rules may be the best gift you can give to Mom.

Describe the strategy

We start a conversation with minor traffic accident violators, via frequently visited websites such as Youtube, facebook, Twitter, etc. Showing them that even the slightest traffic violations can bring bad news (send "worst" regards) to their moms. By delivering the message: "Even the slightest traffic violations might "hurt" your loved ones", we aim to dissuade them from tempting their their fate.

Describe the execution

Step1： Issue a global call for dash-cam footage of minor traffic violations. Call period: 4/22~5/13, 2019. (3 weeks before Mother's Day) Step2： Create a music video inspired by the “warm regards” received by the moms of traffic violators. Step3: Upload the music video online to provoke public discourse and news coverage. Airing time: 5/12 ～ 5/27

List the results

1,427,032,573 media impressions 12,371 dash-cam footages received News articles on Tumblr, Reddit, Liveleak.