Brake is a charity that educates drivers and supports accident victims. On the New Zealand launch, Y&R Auckland set out to bring home to drivers the tragic results of a single lapse of concentration.
Y&R acquired photographs of five children, all tragically killed in road accidents, and, using an FBI database and techniques, “brought them back to life”.
The forensic artist’s updated interpretations showed the children as they would be now, if they were still alive. Just as the images gladdened, saddened, and overwhelmed the parents, these portraits of young ones lost, affected the public deeply.
New Zealand’s leading breakfast show, newspaper, online portal, and women’s magazine featured the campaign. In five days, Y&R achieved a reach equal to 1.4 times the New Zealand population.
The month following the launch saw a 25% drop in road fatalities compared to the previous year.