La Voz Del Interior: Life signs

Agency: Ogilvy & Mather Buenos Aires
Advertiser: La Voz del Interior
Brand: La Voz del Interior
Country: 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 one cause of death in Córdoba, the second largest Argentinian province. Our client, LaVoz del Interior, is the most popular local newspaper there. The campaign's objective was to prevent accidents which in turn prevented bad news, so it was an appropriate effort that brought La Voz del Interior even closer to Córdoba's people.

Creative work