In Argentina, almost 40% of motorcyclists don’t wear a helmet – so it’s not surprising that 44% of accident victims are young scooter or motorbike riders. Honda and its local agency Almacen came up with a smart way of drawing attention to the problem. They installed a set of traffic lights that used facial recognition to identify riders who weren’t wearing a helmet. Unless the guilty party put on a helmet, the lights stayed red – much to the annoyance of other motorists. Although the experience was limited to a single location, a film of the shamed riders went viral thanks to a Tiktok influencer, attracting 11 million views (for a population of 45 million) and encouraging young people to wear helmets. The project may be expanded to other Latin American markets. 

TitleThe Awareness Traffic Light
Agency
Campaign The Awareness Traffic Light
Advertiser Honda Argentina
Brand Honda Safety

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