May 25, 2011


Paparuka District Council in New Zealand have taken drastic measures to remind drivers to drive carefully during rainy season.

They have installed a billboard which shows the picture of a young boy, when it rains the picture bleeds and this fresh faced boy appears to be a crash victim. Once the sunshine appears again, the picture returns to normal. The board has the headline ‘Rain changes everything. Please drive to the conditions’.

The country has a high death toll due to the dangers of driving in wet conditions yet since introducing the billboards there hasn’t been any fatal accidents in the area.

There have been mixed reviews, with some claiming its too disturbing however, there is no denying that the billboards have been effective. The ad has gone on to win awards at the International Advertising Festival.

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