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#consignesAIRATP

HAVAS WORLDWIDE PARIS, Paris / RATP / 2016

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Case Film

Overview

Entries

Credits

Overview

Background

Twelve million journeys are made on the RATP network every day. Since travellers use it so often, in many cases daily, they lose sight of the fact that their behaviour could put them in danger. Yet there is an average of one serious, sometimes fatal accident each day, often caused by carelessness and a failure to comply with basic safety rules. This preventive campaign aimed to make passengers aware of the risks and reduce the number of accidents by reminding them of the safety rules.

Execution

> Monday 29 August, am: Exclusive press conference to launch campaign. A large number of journalists were invited.

> Monday 29 August: After the press conference, we invited the journalists to join us on the RATP system and watch the publicity stunt live. At the same time, the famous French blogger Dettachée de Presse shared it live with her community.

> Tuesday 30 August: Serge the rabbit, the RATP’s safety mascot, visited ten bloggers and gave them tote bags containing airline-related items. This was highly appreciated, and the campaign was given a lot of coverage as a result.

> Wednesday 31 August: Official launch of the film in partnership with the well known humorous blog Minute Buzz, which shared the video on Facebook.

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