We hear a confident voice that brings us good news: the number of deadly road victims in Belgium has decreased by 13% compared to the year before. Our roads have never been safer. But right after this message the tone of the voice changes. It suddenly sounds very vulnerable and fragile, when it reveals that it’s not good news at all for his/her child, who was one of last year’s road victims. After an emotional silence the voice kindly asks everyone not to speed.

The voices in the adverts are those of parents who actually lost a child in a traffic accident, last year.