Campaña: #PistasSinChat
Brand: Clear Channel Perú
Agency: Clear Channel Lab
Head of Creativity: Edú Perea
Redactor Creativo: Bruno Calmet
Diseñador Gráfico: Yoshiro Olivera
CEO: Lone Strobach
Gerente Comercial: Tommy Muhvic
Jefe de Marketing: Carla Alvarado
Jefe de Ventas: Jean Pierre Rivera
Implementación: Área de Operaciones
Published: September 2018
Synopsis:
Using the cell phone at the wheel increases the risk of suffering an accident between four and nine times and, according to the statistics of the INISEG (International Institute for Global Security), more than 30% of traffic accidents occur by chatting while driving.
Another study by the Department of Psychology at the University of Utah has found that drivers who are distracted with the cell phone are 5.36% more likely to cause accidents than those who are drunk.
In Peru, a large part of traffic accidents also occur due to this problem and so far this year thousands of people have been sanctioned and more than 200 registered accidents. Despite this, drivers continue to expose their lives and those of pedestrians to these tragic events.
Taking into account these data, in Clear Channel we decided to take advantage of our advertising spaces to raise awareness and alert drivers under the hashtag #PistasSinChat, merging devices and platforms for chat, with elements of the car; and thus communicate that their mixture is a serious risk for them and for all.
The #PistasSinChat concept has three motives: "Do not drive in a chat", "Let the chat do not handle you" and "Let the chat not change your life", which have been designed with bold colors and high-typography. to capture the attention of the audience and impact them quickly.
These motives are present in many of our panels of the Panamericana Sur and in the different digital screens that we have in the city with the aim of generating greater awareness and contributing to reduce the percentage of accidents in our tracks.