Ximena Villamil
Strategic Director at MediaCom Latin America
Buenos Aires, Argentina
TitleRoad Intelligence - Colombia 2012
Campaign Inteligencia Vial
Advertiser Corporación Fondo de Prevención Vial
Brand Inteligencia Vial
PostedJuly 2013
Business Sector Others
Story We found out that the biggest problem of the road safety are people excuses, they always justify their bad behavior with them. So we needed to find the way to allow us to get people to stop the excuses. 
Problem In Colombia more than 5,000 people die each year in traffic accidents and is also leaving more than 39,000 serious injuries, we needed to stop people justify their bad behavior on roads and pledged to use road intelligence. 
Result All over the Country we had brigades on the streets that carried mailboxes where people deposited their excuse. We visited places that where crowded, we had virtual mailbox on the website where the people left the excuse and then got a symbol of their commitment.
The commitment and the power of the symbol was so strong that people made it part of their daily lives. 
77.3% of those who made the exchange declare that the campaign made them change their behavior on the roads and 94% reported that they have change attitude. We have joined more than 35 companies and National Police Department has been involved too. So far, we have over 4 million excuses taken. 
Media Type Case Study
Account Director
Account Executive
Research Director
Strategic Director
Digital Executive
BTL Director

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