Ovk/parents Of Child Road Victims: Parents Of Child Road Victims (Ovk)

Credits & Description:

Client: OVK – Ouders van Verongelukte Kinderen
Contacts: Koen van Wonterghem, Ellen Ruys
CLIENT OVK / PEVR (Parents of Road Victims)
PRODUCT Road Safety Awareness Message
MEDIA Radio
COUNTRY Belgium
Agency: Happiness Brussels
HAPPINESS BRUSSELS, AN FCB ALLIANCE Brussels, Belgium Entrant Company
HAPPINESS BRUSSELS, AN FCB ALLIANCE Brussels, Belgium Idea Creation
RAYGUN Brussels, Belgium Production
CCO: Geoffrey Hantson
Creation: Roxane Schneider, Pieter Claeys
CEO & Strategic Director: Karen Corrigan
Group Account Director: Hans Smets
Account Manager: Tine Van Hasselt
Junior Account Executive: Gaelle Maes
Radio Production: Raygun
Radio Director: Peter Baert
Production: Jérôme Gijsen, Toon Jansegers, Liesbeth Demolder
Camera team: Lisa Gadeyne, Sumi Arcos Mina
Motion: Remke Faber, Karlien Huygels
DATE OF CAMPAIGN 01/01/2018
Published: May 2018
Synopsis:
‘Parents of Road Victims’ have teamed up with FCB alliance agency Happiness to launch a year-long radio campaign you’d rather not hear. Because every time it airs, somebody just died in a road accident – in real-time.
Last year in Belgium, ‘only’ 640 people lost their lives in road accidents. While that’s a decrease of 13% compared to 2016, it’s still way too many, especially in a country with a population as small as Belgium’s (approximately 11.5 million). To illustrate this fact, Happiness has created a thought-provoking campaign that makes the number of fatalities more tangible and human, rather than just a statistic.
The dynamic radio campaign, titled ‘Behind the Numbers’, is directly connected to national police data. This means that every time somebody gets killed in traffic, a pre-recorded radio spot with an updated number of victims airs instantly across five different radio channels simultaneously. Each unique spot was recorded by real parents of road victims.

Implementation
This campaign innovatively uses radio because during a complet eyear the campaign will not be planned, but linked in real-time to official police data. The national police opened up their data to 5 radio stations. So every time somebody dies in traffic, minutes after it happened, a new updated radiospot appears on 5 radio stations at the same time. And this every time again. Every day again. For every road victim again. One whole year. Illustrating the scale of the problem and turning each lost life into a reason to drive more carefully.

Brief Explanation
‘Behind the numbers’ is a year-long radio campaign you’d rather not hear. Because every time it airs somebody just died in traffic. In real-time. One adapted and unique radio spot for each road victim. Minutes after it happened. Every day again, unfortunately. To illustrate the scale of the problem to everybody listening to the radio, mostly while driving. By doing so, the organization ‘Parents of Road Victims’ wants to turn each lost life into a reason to drive more carefully. In real-time. Each unique spot was recorded by real parents of road victims.

RESULTS
The campaign started early January and will last till end of this year. The big advantage of this campaign is that it’s not one of those one-off sensibilisation campaigns. This a long term plan to turn each victim into a radiospot urging you to drive more carefully. This radio campaign will have as many spots and as many appearances as there will be people dying in traffic. Turning each victim into talk value and a reason share. Every time again. The combined results will only be clear by the end of this year.
At the moment of submission - May 4th 2018- the numbers of victims was at 121.
So 121 real-time radio commercials aired.