An innovative campaign targeting distracted driving in Chile has contributed to a 17% reduction in road deaths compared to 2023. The “Social Wreaths” campaign, designed by VML Health and VML Chile for the Chilean Ministry of Transport, reimagines the iconic traditional roadside memorials, known as ‘animitas’, as giant replicas of popular mobile app logos. This powerful intervention was created to address the alarming statistic that one in three fatal car crashes in Chile involve mobile phone use.
According to data from the Ministry of Transport (MoT) and the National Road Safety Commission (CONASET), this significant decrease in fatalities demonstrates the campaign’s effectiveness in raising awareness about the dangers of distracted driving. The “Social Wreaths” campaign tapped into a deeply ingrained cultural practice. Animitas, flower-adorned memorials for traffic accident victims, are a common sight on Chilean roads, serving as poignant reminders of lives lost. However, their presence alone hasn’t been enough to deter distracted driving.
“Social Wreaths” leverages this existing cultural symbol, giving it a modern twist to address the increasingly alarming statistics tracking accidents on Chilian roads. By recreating the logos of apps like Instagram, WhatsApp, and TikTok using the familiar floral arrangements, the campaign connects directly with drivers in a way that previous traditional public service announcements have failed to do.
“Ideas rooted in culture and popular symbolism resonate deeply with audiences,” explains Eduardo Domínguez, Creative Director at VML Health. “With ‘Social Wreaths,’ we are thrilled to see such a positive impact on road safety in Chile.”
The campaign strategically placed these reimagined animitas in high-risk areas identified using data from the MoT and CONASET. Launched during a national holiday and a busy travel weekend, the wreaths served as a sobering reminder of the real-world consequences of distracted driving. The campaign has already garnered much PR exposure within Chile and praise from the Chilean Minister of Transport, Juan Carlos Muñoz Abogadir, who called it a “powerful idea that amplifies our message.”
Montserrat Bauzá Marketing Director, Government of Chile continues:
“These are the kind of ideas that, as Government, we like to promote, where creativity takes on a real issue that affects us as a society. Through a high impact campaign, we achieved the most important result: saving lives.”
Natxo Diaz, Global Head of Craft, VML Health concludes: “The “Social Wreaths” campaign demonstrates the potential of culturally relevant campaigns to address critical public health and safety issues. By blending tradition with a modern message, we’ve created a visually compelling and emotionally resonant campaign that is demonstrably improving road safety in Chile.”
