Ovk/parents Of Child Road Victims: Case study

Credits & Description:

Title: #Speedtalk
Category: Public Interest, NGO
Media: Experiential
Brand: OVK / PEVR (Parents of Road Victims)
Agency: Happiness (Happiness Brussels, an FCB Alliance)
Geo: Belgium
Advertising Agency: Happiness, Brussels, Belgium
Creative Directors: Geoffrey Hantson, Niels Sienaert, Tim Schoenmaeckers
Creatives: Manuel De Vos, Aaron Denolf, Jawad Boumalek, Jarne Eetesonne, Catherine Caristo, Elien De Brouwer, Saartje Degryse, Jochen De Blaere, Jules de Boon
Additional Credits: Bart Vande Maele, Simon Schuurman, Tine Van Hasselt, Hans Smets, Ruben Royaert, Seth Michielsen, Florian Keirse
DATE OF CAMPAIGN 19/09/2017
Description:
Speed Control in Belgium. Those who were caught speeding were pulled over by the police. Nothing unusual. Until they were invited to have a brief chat.
BACKGROUND
With many road safety campaigns focussing on texting and driving in recent years, people tend to forget that speeding is still the biggest killer on our roads. Knowing that speeding tickets were having little effect, the organization ‘Parents of Road Victims’ asked us to remind all Belgians about the importance of not speeding.
IDEA
The SpeedTalk project was set up in cooperation with the 'Belgian Road Police’. For several days, actual parents of road victims accompanied police units while performing speed checks. Those who were pulled over for speeding were invited to have a chat about their way of driving. During this chat they discovered they were actually talking to a parent who lost a child due to speeding, leaving an everlasting impression. Especially compared to receiving yet another speeding ticket.
RESULTS
The SpeedTalk project was picked up by all main news media. The participating parents were invited to radio and TV talkshows to tell their story and spread their message. The video itself became a viral success and gathered 1 million views in a couple of days, without any paid media. An extraordinary result for a country as small as Belgium.