Media > Sectors

SMS LAST WORDS

HAVAS WORLDWIDE SHANGHAI / GLOBAL ROAD SAFETY PARTNERSHIP / 2016

Awards:

Gold Cannes Lions
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Case Film
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Overview

Credits

Overview

CampaignDescription

In every 8 minutes, someone dies from texting while driving in China. If the drivers can realize the serious consequences of this action, these tragedies can be avoided. IDEA: SMS LAST WORDS. We collected 350 cell phones from the actual people who had died from this action. They reveal the real messages that caused their deaths to warn people not to text while driving. 2015.12.2 Road Safety Day, We held an exhibition to show these actual broken mobile phone to people. It is most veritably and directly. We use these to warn people do not texting while driving.

Execution

We collected 350 cell phones from the actual people who had died from this action. They reveal the real messages that caused their deaths. 2015.12.2 Road Safety Day, We held an exhibition to show these actual broken mobile phone to people. Each mobile phone hung a tag which shows the information of dead. Including name of dead, date of death, cause of death. We put these phones on patches of black walls, which look like gravestones. We show these real SMS LAST WORDS to people. We use the most actual ways to remind people the seriousness of texting while driving.

Outcome

This exhibition made more than 40,000,000 drivers promise to drive without texting

TV, newspaper, radio, blogs, social media talked about our project. After this campaign, the accidents due to texting while driving decreased by 48% in the first quarter of the year.

Relevancy

We collected 350 cell phones from the actual people who had died from this action. They reveal the real messages that caused their deaths to warn people not to text while driving. 2015.12.2 Road Safety Day, We held an exhibition to show these actual broken mobile phone to people. It is most veritably and directly. We use these to warn people do not texting while driving.

Strategy

People always ignore the seriousness of texting while driving. It is normal for them to text on the road. So we use a real way to remind them. We show the real mobile phones from the victims who suffered car accidents from this action. They reveal the real messages that caused their deaths to warn people not to text while driving. It is most veritably and directly. When people see these actual broken mobile phones, they will be deeply touched by them that these SMS will become Last Words. We use these SMS LAST WORDS warn people do not texting while driving.

Synopsis

In every 8 minutes, someone dies from texting while driving in China. If the drivers can realize the serious consequences of this action, these tragedies can be avoided.

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