In Argentina 44% of victims in traffic accidents are Young People on Motorcycles and 4 out of 10 do not wear a Helmet. So, HCM came up with the awareness traffic light idea to create awareness on the use of a helmet when riding a motorcycle.

Challenge: How can the use of a helmet be incentivised while motorcycle drivers were on the road.

Through a facial recognition technology that traffic light would not turn green if a spotted Motorcycle driver is not using a helmet, once the rider put the helmet on, the traffic light will turn green.

The results were outstanding as the campaign showed an innovative way of building awareness of Honda through promoting a safe motorcycle riding by wearing a helmet.

• 11 million organic views in TikTok
• 2 million Likes in social media
• 90 thousand Shares in social media
• All these numbers in 24 hours
• Hundreds of free mentions in Local Media.
• Eventually the international Automobile federation contacted us to implement the traffic light in other geographies.