# Bleeding Billboards Shocking Approach to Promote Road Safety in New Zealand By Elsa Blaine | Published 2009-07-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/bleeding-billboards-road-safety-new-zealand References: [adweek.blogs](http://adweek.blogs.com/adfreak/2009/07/drive-safely-in-spite-of-the-bloody-billboards.html) A bleeding billboard in New Zealand gets right to the point of road safety, although it may be somewhat of a [driving distraction](https://www.trendhunter.com/trends/project-yellow-lights-love-story) itself. The goal of the Papakura District Council's campaign is to slow down speeding drivers when it rains and to encourage them to drive according to the road conditions. Ad agency [Colenso BBDO](https://www.trendhunter.com/trends/skinny-mobile) of Auckland developed the billboard with [sensors that automatically trigger](https://www.trendhunter.com/trends/scratchandsniff-ooh-campaign) the blood to flow from the pictured little boy's nose, ears and eyebrows. The dripping billboard is kind of gory but sometimes it takes a bold, in-your-face approach to get the message across. ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 61% | Activity: 75% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Billboards](https://www.trendhunter.com/billboards) ## Key Themes ### Key Themes Behind This Trend - **Shock Advertising:** Opportunity to innovate messaging with shocking and attention-grabbing advertising techniques. - **Smart Billboards:** Opportunity to integrate sensors and technology into billboards for interactive and memorable advertising experiences. - **Safety Campaigns:** Opportunity to create impactful campaigns focused on road safety and awareness. ### Where This Applies - **Advertising:** Opportunity for advertising agencies to create more memorable and impactful campaigns using disruptive techniques. - **Technology:** Opportunity for technology companies to design and implement sensor systems for smart billboards. - **Public Safety:** Opportunity for organizations and governments to collaborate in creating more effective safety campaigns that can reduce accidents and fatalities. ## Related on Trend Hunter - [Sweating Billboards](https://www.trendhunter.com/trends/sweating-billboard.md) - [Playful Creative Design Billboards](https://www.trendhunter.com/trends/3d-billboards.md) - [Interactive Garment Billboards](https://www.trendhunter.com/trends/sweaty-betty-all-good-in-the-hood.md) - [Blood Center Campaigns](https://www.trendhunter.com/trends/blood-center-campaign.md) - [Vibrant Retro Transport Campaigns](https://www.trendhunter.com/trends/public-transport-safety.md) - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md) - [Charitable Live-Marketing Campaigns](https://www.trendhunter.com/trends/living-billboards.md) - [Hydrating Outdoor Billboards](https://www.trendhunter.com/trends/bpm-pay.md) - [Personalized Grocery Billboard Campaigns](https://www.trendhunter.com/trends/tesco-ireland-1.md)