In 2007 97 per cent of the 21 million Vietnamese motorcycle riders and passengers were not wearing helmets. Asia Injury Prevention Foundation's public awareness campaign aimed to reverse that situation. The creative strategy involved turning the poor excuses people give for not wearing helmets into life threats. Using previously unavailable outdoor advertising on buses alongside TV, print and digital, the campaign raised over US$1,000,000, tripled the number of helmet wearers and influenced the government to advance nationwide helmet wearing legislation by six months. This has saved approximately 38 lives per day and has ensured a 99 per cent compliance rate of the new law