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A Shocking Billboard: Tears of Blood

 

Posted on July 10, 2009
Aïcha Charpentier

 

In general, to decrease mortality on the road, sanctions prevail over prevention. Despite increasingly creative campaigns that capitalize on disaster scenarios, there doesn’t seem to be anything to calm down reckless drivers other than fines, docking points, or confiscating vehicles. However, repression is not THE solution. Communication still has the necessary resources to decrease these deadly accidents.

In New Zealand, drivers do not think to adapt their driving methods even during the time when torrential downpour hits the region. One statistic alarmed the authorities: in one weekend alone, 15 people met their maker on the road.

In order to react rapidly, an awareness campaign was launched in the Papakura district of New Zealand. The solution: an alternative billboard, simply showcasing a child’s face. But when it rains, bloody tears come out of the ears, nose and eyes... You can also read the slogan: Rain changes everything, please drive to the conditions.

The impact was immediate. The death toll decreased significantly, down to zero on some weekends. It is the proof that a communication campaign can prevent deaths on the road!


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Sources:
- Osocio
- The original article on culture-buzz.fr
- Translated by H. Turner

Image source:
- Denver Egotist



 

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