WORK FOR GOOD CUT - ALTERNATIVE

Memorial Route - Stop Accidentes
NGO Service

Shortlist

Title:	Memorial Route
Brand:	Stop Accidentes
Product/Service:	NGO Service
Client:	Stop Accidentes
Agency:	HEIMATTBWA
Editing Company:	Pirates 'n Paradise
Sound Company:	3Klang
Release Date:	2024-02-14
Individual Credits:	Konstanze Druyen
Individual Credits:	Matthias Storath
Individual Credits:	Kristoffer Heilemann
Individual Credits:	Mark Hendy
Individual Credits:	Sebastian Kollat
Individual Credits:	Monder Jiyawi
Individual Credits:	Andy Cruz
Individual Credits:	Daniel Guiu
Individual Credits:	Benjamin Pleissner
Individual Credits:	Alina Koll
Individual Credits:	Thilo Strecker
Individual Credits:	Cristina de Blas Dilla
Notes for Judging:	Despite stricter safety standards in the automotive world, the number of people who lost their lives in road accidents in Spain rose dramatically last year. Many roads in Spain remain dangerously unsafe, claiming countless lives each year and leaving behind shattered families. The public remains largely unaware of the daily risks on the road—and of the need not only for safer infrastructure, but also for more responsible driving. As a result, tragedies continue to occur. But what if a victim of a road accident could help save lives? Memorial Route was more than just a campaign. It marked the beginning of a movement by StopAccidentes—an NGO that used technology to empower the families of road victims to help prevent future accidents. We hijacked Google Maps’ “Add Missing Place” feature—typically used to add restaurants or businesses—and transformed it into a tool for creating digital memorials. Through the world’s most-used navigation app, families could now drop a pin at the exact location of a fatal accident and name it after their loved one. In doing so, we turned traffic victims into everyday heroes, while honoring their memory. Memorial Route not only raised awareness, it also helped prevent future accidents. These pins evolved from emotional tributes into practical warning signs. When drivers encountered them along their routes, they were faced with the real consequences of road accidents—a powerful nudge to drive more cautiously and obey traffic laws. To support the campaign, we built a website that collected all these tributes in one digital memorial. The real-life stories of Natalia, Pablo, and so many others proved more powerful than any traditional traffic campaign—and had the potential to save more lives. StopAccidentes, run by volunteers and families affected by road tragedies, operates with minimal financial resources. Lacking the budget for conventional advertising, the organization refused to wait any longer to act against the rising number of fatalities. Recognizing the impact of real, personal stories over institutional campaigns, we created a groundbreaking initiative with zero budget: Memorial Route. Memorial Route broke the silence around road safety. Thousands of people across Spain have placed pins on Google Maps—each one marking the exact spot where they lost a loved one. By sharing these deeply personal stories, families have spread their messages and raised awareness for safer roads. The pins became more than memorials—they became drivers’ caution signs. The campaign sparked nationwide conversation—on TV, radio, social media, and in print. It even led to a debate in the Spanish Parliament about the urgent need for road reform. The government began using the user-generated accident data to identify high-risk zones (“black spots”) and take action to make those roads safer. With over 515 million impressions and €10.7 million in earned media and thousands of pins Memorial Route became an open platform for people in Spain—and around the world—to help save lives. But more important than any media metric was the real impact: for the first time in three years, road fatalities in Spain decreased. Proof that bold ideas, powered by real stories and human connection—not budgets—can drive real change.
Additional Credits:	Sound Design Jan Foege Music Producer Michael Robb Composer Jakob Klotz, Michael Robb Audio Engineer Jan Foege Speaker Sibel-Selin Kara, Naomi Koelbel