We installed big acrylic posters across rush-hour Santiago, with the image of a car accident victim. The angle and reality of the photograph made possible the perfect illusion of seeing a recently ran-over man, bleeding and lying in the middle of the road. The same image was shown in the cars’ rear-view mirrors, creating the same effect. After the apparition of the acrylic or removing the sticker, we communicated the next message: a drunken car driver can make you a statistic. 40 people will die this holiday.

It cannot be calculated if this indeed diminishes the alcohol consumption while driving. But, the number of deaths by traffic accidents during the year 2007, diminished to 26, less than the previous year. This speaks very well of the campaign.