Radio Association of Ecuador Radio MOMENT OF SILENCE by Maruri Grey Quito

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MOMENT OF SILENCE

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Industry Business equipment & services, Corporate Image
Media Radio
Market Ecuador
Agency Maruri Grey Quito
Executive Creative Director Dante Rossetto - Daniel Perez Pallares
Released May 2012

Awards

London International Awards 2012
Radio Innovative Use of Radio Gold Winner

Credits & Description

Entrant: Maruri Gray, Guayaquil
Don't Drink and Drive Campaign - "Moment of Silence"
Corporate Name of Client: Radio Association of Ecuador
Agency: Maruri Gray, Guayaquil
Executive Creative Director: Daniel Perez Pallares
Creative Directors: Adrian Morano/Federico Russi/ Rodrigo Costas
Description of the Project
Traffic accidents caused by drunk driving are the leading cause of death in people under 30 in Ecuador. The Transit Commission asked us to raise awareness among drivers. 80% of our target audience listens to the radio while driving. We met with the Radio Association and proposed an idea.
MOMENT OF SILENCE
Immediately after a fatal accident occurs the Transit Commission loads the victim’s information into a program that converts it into an MP3 that is automatically broadcast over every radio in the country so that it plays simultaneously.