Ovk/parents Of Child Road Victims: The Safety Jingle [image]

Credits & Description:

Category: Public Interest, NGO
Media: Online
Brand: Parents Of Road Victims
Client: Ovk / Pevr (Parents Of Road Victims)
Agency: Happiness
Geo: Belgium
Product/Service: Road Safety Awarness Message
Idea Creation: Happiness / Fcb Brussels, Belgium
Production: Geronimo Antwerp, Belgium
Additional Company: Raygun Brussels, Belgium
Additional Company 2: Bliss Interactive Ho Chi Minh City, Vietnam
Managing Director: Koen Van Wonterghem (OVK / PEVR (Parents of Road Victims)
Regionale Coordinator NL: Ellen Ruys (OVK / PEVR (Parents of Road Victims))
Regionale Coordinator FR: Alexia Creton (OVK / PEVR (Parents of Road Victims))
Executive Creative Management: Karen Corrigan (Happiness / FCB)
Chief Creative Officer: Geoffrey Hantson (Happiness / FCB)
Managing Director: Elke Janssens (Happiness / FCB)
Creative Director: Pieter Claeys (Happiness / FCB)
Creative Director: Philippe Fass (Happiness / FCB)
Concept Provider: Niels Sienaert (Happiness / FCB)
Concept Provider: Tim Schoenmaeckers (Happiness / FCB)
Copywriter FR: Romain Felix (Happiness / FCB)
Copywriter FR: Catherine Quadens (Happiness / FCB)
Group Account Director: Hans Smets (Happiness / FCB)
Senior Account Executive: Tine Van Hasselt (Happiness / FCB)
Account Executive: Stefanie Drapier (Happiness / FCB)
Creative Intern: Anaïs Desmet (Happiness / FCB)
Motion Designer: Remke Faber (Happiness / FCB)
Graphic Designer: Dries Lauwers (Happiness / FCB)
Agency Producer: Bart Vande Maele (Happiness / FCB)
Online producer: Tuyet Hoang (Happiness / FCB)
Sound Producer: Peter Baert (Raygun)
Fim Director: Dirk Domen (Geronimo)
DOP: Piet Deyaert (Geronimo)
Film Producer: Jasper Moeyaert (Geronimo)
Film Producer: Mathias Kerner (Geronimo)
Online editor: Stefaan Gryson (Moxy)
Published: September 2016
Brief Explanation
A short (8 second) audio message radio hosts can play right after they ask their listeners to call, text or tweet - to remind everybody not to use their phone behind the wheel. The safety jingle was recorded with the voices of actual parents who lost a child in a road traffic accident and sounded like this: “but please, no phone behind the wheel. A request by Parents of Road Victims. Like us.” The music contains the names of the 155 children who died in a traffic accident last year.
The Campaign
Instead of coming up with yet another one-off campaign making people aware of the danger of using your phone behind the wheel, we came with a more permanent solution: The Safety Jingle. A short (8 second) audio message that radio hosts can play right after they ask listeners to call, text or tweet - to remind everybody not to use their phone behind the wheel. The safety jingle was recorded with the voices of actual parents who lost a child in a road traffic accident and sounded like this: “but please, no phone behind the wheel. A request by Parents of Road Victims. Like us.”
Execution
Step 1: The safety jingle was recorded with the voices of actual parents who lost a child in a road traffic accident. The music contains the names of the 155 children who died last year. Step 2: The Safety jingle was made available online as a finished track. But to make sure radio hosts could also make it their own, we also made an open source file available. Step 3: Via a touching online video request directed to Belgium’s most famous radio hosts, actual parents of road victims launched a national call to all radio hosts to start using the Safety Jingle. Step 4:The same day, via pre-programmed tweets and posts, all Belgians could send the touching online video request to their favourite radio host. Step 5: use all the attention, conversation and debate in National Press to put even more pressure on the Radio Hosts.
Within hours the first radio hosts responded, live on air, in their radio show. And The Safety Jingle quickly became a topic on all national radio stations. After 1 day only, radio hosts even started to encourage each other to start using the Safety Jingle. After 2 days The Safety Jingle sparked debate and conversation on national TV, radio and press. And after just 3 days, 95% of all national radio stations actively used the safety jingle each time a radio host asked to call, text or tweet. 95%... Concretely, that means that 1 radio station did not use it. An absolutely fabulous result in an extremely short amount of time: 3 days. Making the Safety Jingle a permanent tool for Radio Hosts to help save lives.
The Situation
Making Radio Hosts use the Safety Jingle was entirely dependent on the participation of the general public to generate an interaction between any Belgian person and his or her favourite Radio Host. Because via pre-programmed tweets or posts, everybody could urge their favourite radio host to use the safety jingle.
The Strategy
Target audience was all radio hosts from all national radio stations. Which is about 300 hosts from about 30 radio stations. All radio hosts have a facebook page and a Twitter address. That’s what we used for our activation and interaction strategy. Any Belgian person could send a touching online video request, made with actual parents of road victims, to their favourite radio host to urge him or her to start using the Safety Jingle. And by doing so, put social pressure on all of them.