Social Wreaths

A culturally resonant campaign reducing road deaths in Chile by 17% through innovative and impactful roadside memorials

Office: Chile

Client: Chile Ministry of Transport

In a bold move to combat distracted driving, VML Chile and VML Health transformed Chile's iconic roadside memorials into app logo-shaped floral wreaths. The result? A powerful cultural statement that saved lives and reduced road deaths by 17%.

Ideas rooted in culture and popular symbolism resonate deeply with audiences. With 'Social Wreaths,' we are thrilled to see such a positive impact on road safety in Chile.

Eduardo Domínguez Creative Director, VML Health

Distracted driving accounted for one in three fatal road accidents in Chile, yet traditional awareness campaigns struggled to capture public attention.

The campaign drew inspiration from ‘animitas,’ Chile’s culturally significant roadside memorials, to deliver a poignant and culturally relevant message.

"Social Wreaths" reimagined traditional animitas as floral representations of app logos like Instagram, WhatsApp, and TikTok—turning them into sobering reminders of the link between mobile phone use and road fatalities.

The campaign achieved a 17% reduction in road deaths, received widespread media coverage, and was praised by the Chilean Minister of Transport as a “powerful idea that amplifies our message.”