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SMS Last Words

Award: Wood Pencil

Wood Pencil / PR / Creative Use of Media / 2017

Brief (PR):
In every 8 minutes, someone dies from texting while driving in China. If the drivers can realize the serious consequences of this action, these tragedies can be avoided.

Solution/Strategy:
In every 8 minutes, someone dies from texting while driving in China. If the drivers can realize the serious consequences of this action, these tragedies can be avoided. We collected 350 cell phones from the actual people who had died from this action. They reveal the real messages that caused their deaths to warn people not to text while driving. We held an exhibition to show these actual broken mobile phone to people. It is most veritably and directly.


Outcome/Results (PR):
This exhibition made more than 40000000 drivers promise to drive without texting. TV, newspaper, radio, blogs, social media talked about our project. After this campaign, the accidents due to texting while driving decreased by 48% in the first quarter of the year.

Insights:
In every 8 minutes, someone dies from texting while driving in China. If the drivers can realize the serious consequences of this action, these tragedies can be avoided. IDEA SMS LAST WORDS We collected 350 cell phones from the actual people who had died from this action. They reveal the real messages that caused their deaths to warn people not to text while driving. 2015.12.2 Road Safety Day, We held an exhibition to show these actual broken mobile phone to people.

Location/Platform (PR):
We collected 350 cell phones from the actual people who had died from this action. They reveal the real messages that caused their deaths to warn people not to text while driving. 2015.12.2 Road Safety Day, We held an exhibition to show these actual broken mobile phone to people. We show these SMS LAST WORDS to warn people do not text and drive.

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