Flowers

Flowers. They usually symbolize celebration and life, brightening our days and filling our hearts. But in Greece, as in many places, flowers left by the roadside tell a different story-they mark the spot where someone lost their life in a traffic accident.

To mark its 20th anniversary, the Road Safety Institute of Greece “Panos Mylonas” (I.O.AS.) launched a powerful campaign: a series of dramatized prints, OOH, and social assets that confront us with this heartbreaking reality. Greece has the 3rd highest rate of road fatalities in the EU. A drive through Athens reveals countless roadside bouquets-silent memorials that remind us of lives lost.

These visuals don’t aim to shock, but to remind us: Don’t be the reason more flowers end up on the road.

Agency: The Newtons Laboratory

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