To educate pedestrians in Curitiba, Brazil about the dangers of jaywalking, the Curitiba City Hall's agency Master painted artworks on crosswalks all over town. The art peeled off to reveal the message 'now that you've taken notice, use the crosswalk'.
Pedestrians began scouring the town to find the artwork, and over $122,000 worth of free publicity secured, with just $2,618 spent on the paint and other materials. The town also recorded a 21.8% reduction in accidents year on year.
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