South Auckland local government bodies Franklin District Council and Papakura District Council have been using a bleeding billboard to lower the road toll. Noticing that fatal traffic accidents had increased during a particularly wet Easter the road safety team put up billboards that bleed when it rains. This billboard, awarded a Bronze Design Lion at Cannes International Advertising Festival, features a boy whose eyes, nose and ears bleed when it rains. The message? “Rain changes everything. Drive to the conditions”.
Local and national media picked up the story, helping motorists everywhere make the connection between the weather conditions and their driving habits. The end result for Papakura District Council was a zero-fatality Easter season.
Click on the image below to play the video in YouTube (HD)
The Bleeding Billboard was developed at Colenso BBDO, Auckland, by executive creative director Nick Worthington, art director Emmanuel Bougneres, agency producer Paul Courtney, account director Scott Coldham, account manager Janelle Van Wonderen, photographer Steven Boniface, and produced by Greg Skinner at Rollercoaster Design.