The Servei Català de Trànsit commissioned us with a very special project: a campaign on social networks to mark the World Day of Remembrance for Road Traffic Victims.
The aim was to prevent road traffic accidents and to remember their victims. To do that, we had to create a campaign that users could make their own by participating and collaborating in order to make the message viral.
First, we decided to set an example of proper driver behaviour on the road using a gesture that would symbolise the whole campaign. To do this, we used the basic idea of the expression “tener dos dedos de frente” ("have two fingers on one's forehead", meaning to be an idiot) and invited everybody to join in with the campaign by sharing photos of themselves putting two fingers on their forehead. We accompanied this gesture with the slogan “Més seny, menys víctimes” ("More common sense, more victims") and the hashtag #johipososeny.
To launch the campaign, we adopted an influencer marketing strategy involving one hundred celebrities from a wide range of fields, from actors to politicians. We also launched a video on Twitter and Facebook that explained what the campaign was about and how people could join in.