| Clio Awards 2018 | ||
|---|---|---|
| Audio | Public Service: Radio | Silver |
| Lions Communication 2018 | ||
| Radio & Audio Lions | Use of Radio or Audio as a Medium | Bronze Lion |
Brand OVK (PARENTS OF ROAD VICTIMS)
Entrant bHAPPINESS BRUSSELS, AN FCB ALLIANCE BRUSSELS
HAPPINESS BRUSSELS, AN FCB ALLIANCE Brussels, Belgium Entrant Company
HAPPINESS BRUSSELS, AN FCB ALLIANCE Brussels, Belgium Idea Creation
RAYGUN Brussels, Belgium Production
Koen Van Wonterghem PEVR - OVK Managing Director
Ellen Ruys PEVR - OVK Regionale Coordinator Dutch
Alexia Creton PEVR - OVK Regionale Coordinator FR
Karen Corrigan Happiness / an FCB alliance Executive Creative Management
Geoffrey Hantson Happiness / an FCB alliance Chief Creative Officer
Philippe Fass Happiness / an FCB alliance Creative Director
Mateusz Mroszczak Happiness / an FCB alliance Creative Director
Roxane Schneider Happiness / an FCB alliance Concept Provider
Pieter Claeys Happiness / an FCB alliance Concept Provider
Katrien Bottez Happiness / an FCB alliance Senior Creative Coach
Hans Smets Happiness / an FCB alliance Group Account Director
Tine Van Hasselt Happiness / an FCB alliance Account Manager
Gaelle Maes Happiness / an FCB alliance Junior Account Executive
Remke Faber Happiness / an FCB alliance Head of Motion
Karlien Huygels Happiness / an FCB alliance Motion Designer
Lisa Gadeyne Happiness / an FCB alliance DOP
Sumi Arcos Mina Happiness / an FCB alliance DOP
Peter Baert Raygun Radio Director
Jérôme Gijsen Raygun Radio Producer
Liesbeth Demolder Raygun Radio Producer
Published: May 2018
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.
Script (English)
When you hear this, somebody just died in a traffic accident.
Number 66 since January.
Number 66 in the statistics.
But most of all: a real person...
and always somebody’s child.
Please, drive carefully.
66 are 66 too many.
A message from parents of road victims.
Like me.