An initiative by creative agency Maruri Grey entitled 'Radio Ambulance' aimed to decrease ambulance response times in Ecuador. Commissioned by Hospital Guayaquil, the campaign was conceived because ambulances were often getting stuck in traffic in Guayaquil, Ecuador. Radio Ambulance solves the problem by sending a message to radios and getting right in drivers' faces.
Maruri Grey collaborated with the Radio Association of Ecuador in order to broadcast warnings directly to car radios. An integrated radio and antenna system was developed so that ambulances could instantly send out a warning to drivers. Since the system overrides all AM and FM stations, every driver listening to the radio receives the message. The broadcasting device sends out a signal that connects to radios within a one kilometer radius.