The highest death tolls on New Zealand roads are usually seen during the after-summer heavy rains. To remind drivers to drive safely and carefully during the wet season, the local government in Papakura has put out rather disturbing billboards that 'bleed' when it rains.


The new ad campaign takes a new approach that they hope will creep out reckless drivers.

On a normal dry day, the billboard shows an image of a young boy, but once the billboard gets wet due to rain, blood can be seen trickling down the face of the child.

The ad is pretty terrifying, but it's proven to be effective too - there hasn't been a fatality since.


Articles: Neatorama, BuzzFeed, Gizmodo