Campaign India Team
May 04, 2016

How a comatose comic character awakened a government

Watch a film explaining the campaign conceptualised by McCann San Juan here

With the objective of getting the Puerto Rican government to increase the miniscule fine for 'texting and driving', McCann San Juan conceptualised a campaign for Primera Hora daily. 
The newspaper had a fictional character called Pepito. A column featuring the character was published daily. McCann San Juan collaborated with Pepito’s creators and decided that Pepito would be hit by a driver, who was texting and driving. Pepito was enroute the House of Representatives at that time, as he was demanding stricter laws to fight 'texting and driving' as the fine was too low and not taken seriously. 
The next few days' toons had Pepito in hospital, in coma. The character would recover only after the legislators approved a stricter law, and the comic strip used its daily reach to pressure the government to act.
Readers were asked to write, call and e-mail the government to change the existing law. Else, Pepito would not wake from his coma. 
The government gave in and approved a five-fold increase of the 'text and drive' fine, from US$ 50 to US$ 250.
Client: GFR Media (Primera Hora newspaper) 
Agency: McCann San Juan
Creative directors: Aníbal E. Quiñones and Harold Jessurun
Art directors: Harold Jessurun
Copywriter: Aníbal E. Quiñones
Campaign India

Related Articles

Just Published

5 hours ago

Asian Paints shows new safety standards with nosy ...

Watch the film conceptualised by Ogilvy here

8 hours ago

Door-to-door delivery of newspapers can resume in ...

In his address to the state about 'Mission Begin Again', Uddhav Thackeray gave the green light to delivery of newspapers in residential areas

10 hours ago

Campaign Connect starts tomorrow

Don't miss your chance to hear from top CMOs from Unilever, Mastercard, Burger King, Axa, DBS and agency leaders like Arthur Sadoun, Sir Martin Sorrell, Gary Vaynerchuk and more. Full agenda inside.