Cannes Lions

Behind the Numbers

HAPPINESS BRUSSELS, AN FCB ALLIANCE, Brussels / OVK (PARENTS OF ROAD VICTIMS) / 2018

Awards:

1 Bronze Cannes Lions
Supporting Images
MP3 Original Language
Demo Film
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Overview

Entries

Credits

OVERVIEW

Description

‘Behind the numbers’. 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. Since early January, till end of the year. Every day again, unfortunately. Every time somebody dies in traffic. Making every victim, every number in the statistics, more tangible. 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. Each unique spot was recorded by real parents of road victims.

Execution

This radio campaign is directly linked and completely depending on real-time National Police data. The national Police opened up its data specifically for 5 radio stations, in order to allow ‘Parents of Road Victims’ in real-time to turn each lost life into a radio spot and a reason to drive more carefully. Concrete: March 15th, at 10.22am a young man died in traffic. Number 66 since january 1st. At 11am an updated radio spot about number 66 who just died was live on the the radio. Later that evening number 67 and 68 died. Two new victims. Two new radiospots. Two new messages to make people drive more carefully.

Outcome

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.

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