In Belgium, like elsewhere in Europe, aggressive driving is becoming more and more frequent. Renault has taken up the cause to toot the horn for the European Week of Courtesy on the Road.

The most courteous act we can do on the road is to give way to others. This is literally what Renault has done: the brand has given up a full page ad in Belgian daily newspapers to VW Golf and to Nissan Juke. The goal: inject a ray of positivity to the car industry’s communication in hard economical times.

Instead of telling people how to behave, we decided to lead by example.

The most courteous act we can do on the road is to give way to others. Like giving up a parking spot. This is literally what Renault is doing – giving up its place in the press. The brand has given up a full page ad in Belgian daily newspapers to show a VW Golf and a Nissan Juke instead of its own model.

We cannot tell if people showed more kindness on the road than before. But we saw proof of the law of reciprocity. As a result of our ads, main challenger Volkswagen showed respect too, by returning the favor and offering their media space to Renault. Such a proof of courtesy was never seen before in Belgian advertising history. So if all drivers would follow the example of Renault, the road would definitely be a nicer place.