La Voz Del Interior: Life signs

This case study outlines a road-safety campaign by LaVoz del Interior, a local newspaper in Argentina, which used crashed cars as road signs to reduce bad news (i.e.

La Voz Del Interior: Life signs

Agency: Ogilvy & Mather Buenos AiresAdvertiser: La Voz del InteriorBrand: La Voz del InteriorCountry: Argentina

Objectives

Our objective of this campaign, for La Voz Del Interior, a local newspaper, was clear: we wanted less road accidents to happen. That's why we created more awareness about the consequences of reckless driving, by installing Life Signs. Once people saw these special signs, lots of them changed their attitude and behaviour when it came to driving on highways, and accidents did drop considerably.

Strategy

Statistics show that car accidents are the number...

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