Title	ALIVE OR DEAD
Brand	DGT (NATIONAL DEPARTMENT OF TRAFFIC)
Product/Service	DGT (NATIONAL DEPARTMENT OF TRAFFIC)
Category	A07. Not-for-profit / Charity / Governemt
Entrant	McCANN SPAIN Madrid, SPAIN
Idea Creation	McCANN SPAIN Madrid, SPAIN
Production	WARREN Madrid, SPAIN

Name	Company	Position
Mónica Moro	McCann	Chief Creative Officer
Raquel Martínez, Jon Lavín .	McCann	Executive Creative Directors
Martín Subercaseaux, Álvaro López .	McCann	Creative Directors
Mónica Moro, Martín Subercaseaux, Agustina Lavignasse .	McCann	Copywriters
Álvaro López	McCann	Art Director
Marta Torrecillas, Elías López, Mabel Esteban .	McCann	Account Team
Guzmán Molin-Pradel	Los Producers	Agency Producer
Félix Fernandez de Castro	Warren Films	Film Director
Jose Manuel Quiroga	Warren Films	Producer

Why is this work relevant for PR?

In Spain road traffic accident victims have increased every year and where people weren't affected by being told they could die, there was a need to create awareness about the consequences of being guilty of causing an accident. Under the premise of In a road accident who would you prefer to be? The one lives or the one who dies?. We showed that all the consequences are terrible, some even worse than death. This created a debate in society and road safety was back on people's agenda. So much so that for the first time in four

Background

IN SPAIN ROAD DEATHS ARE INCREASING YEAR AFTER YEAR. The number of deaths are tragic … The number of deaths on roads has increased 15% compared to last year. THAT’S WHY WE NEEDED TO CREATE A STRONG MESSAGE THAT IMPACTED DRIVERS. Traffic changed the focus with an unusual question, it wants drivers to reflect with this hard hitting campaign, why the number of deaths is increasing for the fourth year in a row.

Describe the creative idea (20% of vote)

In a country where road traffic accident victims have increased every year and where people weren't affected by being told they could die, there was a need to raise awareness about the consequences of being guilty of causing a road accident. This campaign showed that through a unique experience where the brand sets a an unavoidable dilemma. Under the premise of In a road accident who would you prefer to be? The one who lives or the one who dies? We showed that all the consequences are terrible and showed a terrible conclusion: in a road accident if you are guilty of causing it, there is no escape, all the options are bad, some are even worse than death.

Describe the PR strategy (30% of vote)

To create an impact on society and stop the lethargy of 4 consecutive years of increases in road deaths. To shake people up and make them aware of the tragic consequences of an accident.

Describe the PR execution (20% of vote)

1. Communication aims. To create an impact on society and stop the lethargy of 4 consecutive years of increases in road deaths. To shake people up and make them aware of the tragic consequences of an accident. 2. Target audience. Core Target. Drivers. Secondary Targets. Society in general and opinion leaders. 3. The innovation in this campaign is showing the tragic consequences of an accident to take viewers to a horrible conclusion: as far as an accident is concerned, if you are the guilty party there is no escape, all of the consequences are terrible, so much so that even death isn't the worst that can happen. The campaign is based on a very crude question which creates a dilemma for the viewer: In a road accident, who would you rather be, the one who lives or the one who dies?

List the results (30% of vote)

We have had very high media coverage and the campaign has featured in the main national media.