The campaign carried out to draw attention to the danger of crossing a pedestrian crossing with a cell phone. During this campaign, it was possible to organize a pair of demonstrations. The main re-enactment depicted a young man with a cell phone crossing a roadway in a forbidden place. The result of his decision was an accident with three victims and two wrecked cars. The culprit, of course, was the stuntman, who was wearing our bleeding vest, which began to bleed as he rolled across the hood of the vehicle. The police, fire department and medical services arrived at the scene of the accident.
Another part of the project consisted of stations set up at various points in Downtown. At the stations, random passersby had the opportunity to meet injured poseurs without limbs. The actors bled around the road suggesting hit-and-run accidents. The purpose of this action was to test whether pedestrians would react and how. The reactions were very different, some wanted to help without hesitation, some reactions were very aggressive, some ran away.
The campaign was intended to raise awareness of how tragic a moment of inattention on the roadway can become. Nearly 60% of the public admits to driving while talking on the phone. In 2014, as many as 120,000 people were fined for this.
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