In France, and particularly in Paris and its suburbs, pedestrians are careless when crossing the road. Children count among the main victims of being distracted and careless. Every year, ± 30 kids are victims of road accidents on their way to school or back home. The Parisian Road Safety Authority asked the agency to find an impactful way to sensibilize the people most concerned by these dramas: the parents.

This outreach project aiming at improving pedestrian road safety awareness happened in schools. Parents who had come to school to pick up their kids were receiving their children’s regular class photo. But this year they discovered a most curious class photo indeed, a class photo without any school children: this striking image was aiming at making them understand the extent of this figure. By removing the picture that was hiding the real photo, they were confronted with a hard-hitting message:

Every year in the Greater Paris region more than 30 children are victims of road accidents, the equivalent of one class of school children. Education about road danger starts at home.