Traffic accidents caused by drunk driving are the leading cause of death in people under 30 in Ecuador. The Transit Commission asked us to raise awareness among drivers. 80% of our target audience listens to the radio while driving. We met with the Radio Association and proposed an idea.

MOMENT OF SILENCE

Immediately after a fatal accident occurs the Transit Commission loads the victim’s information into a program that converts it into an MP3 that is automatically broadcast over every radio in the country so that it plays simultaneously.