Because we are using digital billboards with a purpose that transcends the medium itself.

These digital billboards are the only visual media where we can show the importance of giving way to ambulances in an impactful way, in real time, and in a place where it's the most relevant (the streets).

Panama City is a very small city, has a population of 1 million, and more than 600k vehicles out on the streets every day. Many of them don't give way to ambulances. Whether it's due to unorganized driving, negligence, or a lack of road culture, ambulances get stuck during rush hour like everyone else.

So, how can we sensitize drivers and raise awareness as to why it's so important to give way to ambulances?

We used a circuit of digital billboards, to show a live stream of the emergency that´s taking place inside the ambulances.

We installed GPS dashcams in our emergency units, and hooked them up to a circuit of digital banners which are located in high traffic areas. When there's an emergency, and the ambulance is close to any of them, they will activate and interrupt whatever's playing.

In doing so, drivers will experience the urgency that's taking place in the ambulance, while being sensitized as to why it's important to give way to it.

We had to reach all drivers, men and women / 16 and up (old enough to get a permit/license).

The most indicated place to talk to drivers about the importance of giving way to ambulances, was where the solution to the problem is: the streets.

Our call to action was easy: give way to ambulances, but to make them pay attention we used the most powerful image, the medical emergency itself.

Due we could not calculate a emergency in advance, we could not work the idea under a traditional media scheme. So we need to partner with Hightraffic as billboard provider.

So, the overall budget was 9,200 USD that includes the equipment needed to record and broadcast realtime video (22 dahscams, 16 wireless live video encoders) and the technical development.

The advertisers give in his advertising space while the emergency occurs.

"Mas Vida", one of the largest ambulance service providers in the country in parthnership with "High Traffic Billboards", they used 13 digital billboards placed on main streets to stream, in real time, the emergencies taking place inside 16 ambulances. (1 month)

To do it, we installed GPS dashcams in our emergency units, and hooked them up to a circuit of digital banners which are located in high traffic areas. When there's an emergency, and the ambulance is close to any of them, they will activate and interrupt whatever's playing.

That way we were able to impact more than 250k drivers during this period. (more than 25% of population of Panama City) (April 2019) In the next months, we plan to implement this solution in other cities.

(Panama City is a very small city)

13 billboards, 16 ambulances, more than 250k impacted drivers (more than 25% of population of Panama City) we plan to implement this solution in other cities.

We influenced drivers to give way to ambulances every time, clearing the way a lot faster than normal.