In an age of continuous partial attention, where consumers are constantly distracted by their phones, the cost of this distraction can be deadly. 

This devastating truth is brought to life with creativity that cuts through in the innovative ‘social wreaths’ campaign from VML. The campaign has driven a 17% decrease in road deaths in Chile. 

The ‘Social Wreaths’ campaign, designed by VML Health and VML Chile, for the Chilean Ministry of Transport, leans on culture to create change. The campaign takes the craft of iconic traditional roadside memorials, known as ‘animitas’; flower-adorned memorials for traffic accident victims. These memorials are a common site on Chilean roads, serving as poignant reminders of lives lost.

These ‘animatas’ have been used as the footprint to create giant replicas of popular mobile app logos to highlight road safety and deter drivers from checking their phones when driving. According to the campaign research, one in three fatal car crashes in Chile involve mobile phone use.

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. He continues: "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. 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. 

Montserrat Bauzá, Marketing Director at the Government of Chile, explained: "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 at VML Health, adds: “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.”

The campaign is a powerful reminder of how cultural touchpoints can successfully drive behavioural change.