Bala
"Bullet"
Many people in Puerto Rico celebrate New Year's Eve by firing their weapons into the air.
The shooters ignore the fact that they can injure or kill innocent people with their stray bullets. They are unaware of the consequences. Residents living in areas of the island with the highest incidence rates received a direct mail piece featuring a plastic bullet. The piece read: "A stray bullet can enter your home just as easily". A 35% increase in calls reporting shot fired into the air on New Year's Eve.
Creative Director: Juan Carlos Rodríguez
Copywriter: Juan Carlos Rodríguez
Art Director: Marcela Prieto
