The Dominican Republic faces a harsh reality: it has the second highest traffic death rate in Latin America and ranks 12th worldwide. At the heart of the crisis is the Duarte Highway — a 270 km stretch known locally as “The Road of Death.”

This road is the country’s main artery, linking the capital, Santo Domingo, with major cities and fueling the national economy. Yet it is also responsible for over 75% of all traffic accidents in the nation.

Millions of Dominicans risk their lives daily just to work, travel, and keep the country moving. A PubMed study confirmed that Dominicans often underestimate the causes and consequences of crashes, highlighting an urgent need for tangible safety measures.

When night falls, the Duarte Highway becomes even more treacherous. Poor or missing signage leaves drivers without essential guidance, while lack of lighting plunges the road into complete darkness.

Traditional signs are either insufficient or invisible when needed most, leaving people effectively navigating blind on one of the deadliest highways in the world.

For Chevrolet, with over a century of presence in the DR and a purpose rooted in enabling safe journeys, this was not just a tragedy — it was a responsibility.

Traditional signage fails when needed most. Simultaneously, large billboards stood uselessly in the dark. The insight was realizing these existing media structures, given their size and placement, were the ideal assets to repurpose for a solution, avoiding the need for new infrastructure.

Night Signals, transforms strategically selected daytime billboards into essential nighttime traffic signs. By day, Chevrolet ads.

By night, specially engineered retro-reflective vinyl reveals crucial safety signs (speed limit, pedestrian crossing, seatbelt use, turn signal etc) using only car headlights. It’s a media-first idea where the billboard is the utility. This turns paid ad space into a dynamic, context-aware safety system, enabling drivers to proceed with more caution and with less anxiety.

Change consumer behavior: Night Signals improved the nighttime driving experience. During the high-traffic Easter week 2025, a 28% decrease in accidents was recorded compared to 2024, indicating safer transit.

The billboards provided guidance across 260 kms, with drivers encountering a signal roughly every 17 minutes. The initiative generated over 31.5 million vehicle impressions since launch (230,094 daily avg.)

Improve brand health: The activation significantly boosted Chevrolet's reputation as It achieved 90.4% digital reach in the DR and earned media in 10+ countries. Crucially, 43 Dominican opinion leaders discussed the project positively, unprompted.

The participation of 5 global auto brands (Cadillac, Infiniti, Nissan, Yamaha, Suzuki) and support from governmental institutions (INTRANT & MOPC) solidified Chevrolet’s image as a collaborative safety leader within the Dominican Republic.