Road Deaths Down 17% in Chile Following Innovative "Social Wreaths" Campaign from VML

An innovative campaign targeting distracted driving in Chile has contributed to a 17% reduction in road deaths compared to 2023.

Published On
Jan 02, 2025
Instagram Social Wreath

Description

The "Social Wreaths" campaign, designed by VML Health and VML Chile for the Chilean Ministry of Transport, reimagines the iconic traditional roadside memorials, known as ‘animitas’, as giant replicas of popular mobile app logos. This powerful intervention was created to address the alarming statistic that one in three fatal car crashes in Chile involve mobile phone use.

 

According to data from the Ministry of Transport (MoT) and the National Road Safety Commission (CONASET), this significant decrease in fatalities demonstrates the campaign's effectiveness in raising awareness about the dangers of distracted driving. The "Social Wreaths" campaign tapped into a deeply ingrained cultural practice. Animitas, flower-adorned memorials for traffic accident victims, are a common sight on Chilean roads, serving as poignant reminders of lives lost. However, their presence alone hasn't been enough to deter distracted driving.

"Social Wreaths" leverages this existing cultural symbol, giving it a modern twist to address the increasingly alarming statistics tracking accidents on Chilian roads. By recreating the logos of apps like Instagram, WhatsApp, and TikTok using the familiar floral arrangements, the campaign connects directly with drivers in a way that previous traditional public service announcements have failed to do.

Social Wreaths

The campaign strategically placed these reimagined animitas in high-risk areas identified using data from the MoT and CONASET. Launched during a national holiday and a busy travel weekend, the wreaths served as a sobering reminder of the real-world consequences of distracted driving.

Montserrat Bauzá Marketing Director, Government of Chile continues: 
"These are the kind of ideas that, as Government, we like to promote, where creativity takes on a real issue that affects us as a society. Through a high impact campaign, we achieved the most important result: saving lives."
 
Natxo Diaz, Global Head of Craft, VML Health concludes: “The "Social Wreaths" campaign demonstrates the potential of culturally relevant campaigns to address critical public health and safety issues. By blending tradition with a modern message, we’ve created a visually compelling and emotionally resonant campaign that is demonstrably improving road safety in Chile.”

Credits

Date
Jan 02, 2025
Client :
Ministerio de Transporte de Chile
Communications Director - Ministry of Transport / National Road Safety Commission :
Rodrigo Reyes
Global Chief Creative Officer VML Health and Wellness :
Mel Routhier
Marketing Director - Government of Chile :
Montserrat Bauzá
Marketing Consultant - Government of Chile :
María Paz Veyl
Chief Creative Officer VML LATAM :
Nino Goldberg
Global Head of Craft VML Health :
Natxo Diaz
Chief Creative Officer VML Chile :
Raimundo Undurraga
VP Creative VML Chile :
Samer Zeidan
Account Director VML Chile :
Bárbara Ríos
Regional Operations VML :
Facundo Palacios
Group Creative Director & Head of Art VML Health :
Leonardo Rincón
Creative Director & Head of Copy VML Health :
Eduardo Dominguez
Senior Art Director VML Health :
Cristina Calabuig
Senior Motion Graphic Designer VML Health :
Nicolás Sierra
Senior Copywriter VML Health :
Ana Sofía Chávez
Senior Art Director VML Chile :
Seba Ulloa
Senior Copywriter VML Chile :
Cristóbal Sáez
Account Supervisor VML Chile :
Macarena Silva
Production Company :
BlackStar
Agency :
VML
Agency :
VML Health

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Project Type