Despite fines and campaigns against the dangers of using a mobile phone while driving, people stubbornly refuse to stop. Telecom company Claro and Wurmser Ogilvy & Mather composed and choreographed Run Ring Pum (Vroom Ring Boom), a song through which children could teach their parents about these hazards. Audiovisual kits were distributed to 300 schools in Guatemala City, with 40,000 children learning the song. Kids were taught to sing the song whenever their parents answered their phones at the wheel. The campaign was so successful, Guatemala's Ministry of Education has elected to include the song in the national curriculum.
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