Car accident fatalities in Chicago have reached an all time high. The assignment was to get people’s attention in a field where most PSA-type ads are ignored.

A mock company was created selling Roadside Memorials in the event you kill someone while driving. It began with volunteers handing out Bob Fuller business cards at city events and placing them on windshields on streets in Chicago. The intention was to get people where they are most vulnerable to a safe driving message. The cards drove consumers to www.drivewithcare.com where the “company” displayed products and safe driving tips. Actors have been hired to play Bob Fuller at mock press conferences. A 60 second spot aired on local cable television and was passed virally through postings on You Tube and MySpace.

The campaign broke the week of 10/23/06. In the two weeks it has been in market, the spot rocketed to #42 on You Tube within 24 hours of posting, and the website www.drivewithcare.com has had over 2000 unique visitors per day since the TV spot broke last week. This is almost entirely through viral channels as we have no mainstream media dollars.