The National Road Safety Agency (ANSV) launched its annual prevention campaign aimed at reducing traffic-related deaths from Motorcyclists, who make up a large chunk of traffic-related deaths.
The Key objective was to save as many lives on the road in the most cost-effective way.
In 2016 traffic accidents in Colombia claimed more lives than those claimed by the Colombian Conflict that same year. Incredibly, 37% the deaths where motorcycle related accidents. In total there were more than 30K motorcycle accidents, that amount to 9 motorcyclists dying each day in Colombia.
This harsh reality is influenced by the fact that y is used for daily transportation, to get to work, and for delivery jobs. More than 6% of jobs in the country depend on this vehicle. Motorcycles are therefore used mostly by lower income populations, 50 % of which don’t have enough resources to purchase good protection and safety equipment. Moreover, the following traffic to closely be identified by the ANSV as one of the most common causes of accidents involving motorcycles, 48% of these are caused for this specific reason.
We needed a low-cost initiative to get the message to all motorcyclists, regardless of income
ANSV usually directs its message on TV, Radio, OOH and digital.
We were looking for a different way to complement this mix, a more interactive way. We knew we had to take the message to the streets, to the motorcyclists themselves. So we created a low-cost initiative that would help
Motorcyclists maintain the safety distance with other vehicles. We created ‘’Life Line’’, a sticker that when located on the helmet visor, reminds the pilot of the minimum distance that must be maintained with the vehicle in front. Life Line marks a point on the horizon, to be in the safe zone, the line has to be below the tires of the vehicle in front of the motorcycle. In order to install these stickers, we decided to go the Experiential way; we installed kiosks in Bogotá, Cali, Medellín, and Barranquilla directly on the streets where motorcyclist could come and get their life line installed.
We launched Life Line in December 2016 to be present on Christmas and holidays, when reckless driving, drinking and driving and other dangerous behaviors are on the rise. We extended activities until January 2017 being present in streets and roads when Colombians are traveling on vacation.
Bogotá, Cali, Medellínand Barranquilla was selected as key activation cities because of their high figures on traffic accidents.
We installed 3 activation kiosks in each city. We situated them in streets and key roads and manned each kiosk with a small team composed of experts giving advice on safe driving. They also had a support team installing Life Lines on helmets and explaining how to use it optimally while talking about the importance to maintain a safe distance when driving. We created a website, (www.lineadevida.co) to let people know about the initiative. The site permitted people to download a “do it yourself” Life Line, allowing for an organic amplification of the initiative.