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Insight 

The growth in the production, import and sale of motorcycles responds to an economic and social reality of the country. They are used for daily transportation, to get to work/home and to produce work. More than 6% of jobs in the country depend on this kind of vehicle.  

Having a motorcycle is a solution in cities with massive transportation systems that do not cover demand and traffic collapsed routes, that is why one in seven Colombians use a motorcycle. There are more motorcycles than cars in the streets.  

Strategy 

With a clear objective to reduce the accident rate and deaths of motorcyclists, Havas Creative created a low cost initiative to help motorcyclists to be aware of maintaining the safety distance with other vehicles at any time of the day. It needed to be very near to drivers, to almost be in front of their eyes to keep them aware.  

Execution 

The agency created Life Line. Life Line is a sticker located on the visor of the helmet and reminds you permanently of the minimum distance you must maintain with the vehicle in front. Life Line marks a point on the horizon, the line always has to be below the tires of the vehicle in front of the motorcycle and if the line is above the tires of the vehicle it means is time to slow down or brake. It is a line that maintains the distance between life and death. 

It launched Life Line in December 2016 to be present during Christmas and holidays, when reckless driving, drinking and driving and other critical behaviours are on the rise and extended activities until January 2017 being present in streets and roads when Colombians are traveling on vacation.  

Bogotá, Cali, Medellín and Barranquilla were selected as key activation cities because of their high figures on traffic accidents. The agency installed three activation kiosks in each city, in streets and key roads with small teams: experts giving advice on safe driving and a support team putting Life Lines on drivers' helmets, explaining how it works and raising awareness on safety distance. A website, www.lineadevida.co was designed to show people about the initiative, download a “do it yourself” Life Line and be the amplifier of the idea. 

Results 

The motorcyclists were positive in reaction to the campaign, interest was high on activation points and it started a massive implementation with a key ally. In the first 30 days the agency installed more than 5,200 Life Lines on drivers helmets in the activation points and more than 3,000 downloads of DIY Life Lines were made. 

The leading helmet brand in Colombia, joined the initiative and now of all their products regardless of the segment (street, xtreme, security and others) come with Line of Life in the visor. This makes the idea nationwide and puts the message in front or drivers' eyes as planned. 

The most important results were saved lives. Comparing the same period of time in the last year it had: 
- 61% less traffic accidents  
- 37.7% less deaths on traffic accidents 
- 52% less people injured. 

Have Your Say

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Brand:
Agencia nacional de vias
Category:
Government/Public Sector
Region:
Colombia
date:
December 2016 - January 2017
Agency:
Havas Media
Media Channel:
Ambient,Direct Marketing,Online
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