What do an assassin and a reckless driver have in common? According to this Friendly Traffic campaign, the latter may also be a murderer. In an attempt to raise awareness surrounding the high incidence of automotive related deaths, the Association for Family, Friends and Victims of Traffic Accidents has launched these bloody prints to dissuade dangerous driving.
The Camisa 10 advertising agency of Rio de Janeiro, Brazil, chose to underline the seriousness of citizens' actions with a run of three posters. Three otherwise unthreatening individuals are pictured as if in a criminal lineup, showing evidence of physical trauma and holding their car license plates as number boards. "To kill in traffic is also a crime. Respect the law. Protect life," is scrawled across the bottom of each ad in the Friendly Traffic campaign.
Motorist Mugshot Marketing
This Friendly Traffic Campaign Discourages Dangerous Driving
Trend Themes
1. Graphic Awareness Advertising - The use of graphic images/elements in advertising to raise awareness surrounding sensitive issues.
2. Social Responsibility Marketing - Marketing campaigns designed to raise awareness of social issues and promote responsible behavior.
3. Public Shaming in Advertising - The use of public shaming to discourage undesirable behavior.
Industry Implications
1. Advertising - Opportunities for advertising agencies to create effective and provocative campaigns designed to raise public awareness.
2. Transportation - Opportunities for transportation companies to promote safety and responsibility within their industry through marketing campaigns.
3. Social Advocacy - Opportunities for advocacy groups to partner with creative teams to increase social awareness about issues that affect their communities.