The campaign had to be visually simple and straight to the point about the message “Don’t text and drive”.

The Posters uses social media logos to represent the distance traveled while drivers text or interact on Social Networks and the consequences therein.

The stunt made people really think about the dangers of texting and driving. We targeted people who were texting and walking, and who would most likely be the ones texting and driving. By simulating a “small” accident, we made people think about a “big” accident with a car. This approach was crucial in delivering a safety message, most of which tend to be preachy, and often ignored.

When dealing with public awareness messages it’s very difficult to really change people’s behavior, so we had to find a way that got people’s full attention: putting them in an accident.

The posters went more than one thousand Claro stores and people started talking about it on Facebook, blogs and websites.