In Latvia, almost all railroads are openly approachable, so people need to rely on their senses to be safe. 25% of all railway accidents happen to young people, largely because they use their sight and hearing for smartphone entertainment.

Advertising as pop-culture that ends up on smartphones of young people.

Two popular hip-hop artists from different generations collaborated on a song and music video - "Cool Song," which spoke not about safety as such, but instead about the importance of being in the moment.

In a snowball effect “Cool song” turned into a nationwide campaign with earned media attention. Music video reached #2 spot on youtube trends, over 200,000 views. Campaign as a whole reached around 1 million people and since its launch the number of accidents have dropped in one half.