An anti drink-drive campaign from Peru's Pacifico Insurance aimed to drum the country's blood-alcohol limit into the national consciousness by slowing down the playback speed on YouTube videos.
Peru has the world's third highest rate of road accidents due to drunk driving and, according to the World Health Organization, is the third highest in the region for alcohol consumption.
To highlight the drink-drive limit -- 0.5 grams per liter -- Pacifico's campaign created a YouTube banner that invited people to slow playback speed down to 0.5 on the most popular videos. Celebrities in the videos then appeared to be speaking like someone who had been drinking. It also invited people via social media to create their own videos hashtagged with #ZeroPointFiveEffect.
According to creative agency Trival 121 Lima, the campaign, which ran in 2016, has achieved more than 27 million impressions and reached over 70% of Peru's population.