Cannes Lions

The Announcement

MADAME BOVARY, Paris / DELEGATION A LA SECURITE ET A LA CIRCULATION ROUTIERES / 2017

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Overview

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Credits

Overview

Description

With The Announcement, we dealt with the moment the announcement of a death due to a car related accident is done to the relatives of the victim.The concept is to highlight the moment when a police officer has to do this tough thing : Announce to someone that its close relative has just died in a car accident.

The purpose is to help people to talk about those tragedies, and make viewers realize that they never want to inflict to their loved ones.

These sensitive and painful moments are told by 4 police officers that are being interviewed about this difficult task that is part of their everyday job, narrating both their own feelings and fears before the announcement and the reaction of the families.

Execution

PR activities :

- Press conference in Grand Palais Mk2 cinema with french minister of interior and Jean-Xavier De Lestrade. We broadcasted the film in previous showing to major media. After the film, there was a experience sharing with french minister and french delegate of road safety, the director and policemen who testified in the movie.

- Interview one-to-one with policemen

- Broadcast of a digital press release including the film and preventive messages.

Timeline :

- Two weeks before : Invitations to the medias

- One week after : Reminders to the medias

Scale : Every major media company who attended the press conference dealt with the subject during the week.

Outcome

Tier 1 : 16 french national TV stations, 32 radio shows 11 newspapers, 44 web articles have spoken of the film by highlighting the creative idea and the innovative tone of dealing with road safety.

Tier 2 : The effect on behavioral change has also been strong: 84% of the people that saw the film declared to be encouraged to actively change their driving behavior, and 72% stated that the campaign helped them to talk more easily with their close relatives about past accidents and their consequences (Source: BVA).

Tier 3 : Concerning the impact it had on the number of accidents on the road, the French government reported a few weeks after the campaign was broadcasted a 22,8% decrease in the number of deaths on the road compared to the year before (February 2017 vs. February 2016) (Source: Observatoire national interministériel de la sécurité routière (ONISR)). This impressive drop has been largely covered by French media.

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