Media > Channels

#SPEEDTALK

HAPPINESS BRUSSELS, AN FCB ALLIANCE, Brussels / OVK (PARENTS OF ROAD VICTIMS) / 2018

Awards:

Shortlisted Cannes Lions
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Overview

Credits

Overview

CampaignDescription

The SpeedTalk project was set up in cooperation with the 'Belgian Road Police’. For several days, actual parents of road victims accompanied police units while performing speed checks. Those who were pulled over for speeding were invited to have a chat about their way of driving. During this chat they discovered they were actually talking to a parent who lost a child due to speeding, leaving an everlasting impression. Especially compared to receiving yet another speeding ticket.

Execution

During one week all the conversations were recorded and eventually edited down to a 3 minute video. This video was used to announce the project to the press.

Outcome

The SpeedTalk project was picked up by all main news media. The participating parents were invited to radio and TV talkshows to tell their story and spread their message. The video itself became a viral success and gathered 1 million views in a couple of days, without any paid media. An extraordinary result for a country as small as Belgium.

Relevancy

Sometimes the most everlasting medium is a live experience.

Strategy

For several days, actual parents of road victims accompanied police units while performing speed checks. Those who were pulled over for speeding were invited to have a chat about their way of driving. During this chat they discovered they were actually talking to a parent who lost a child due to speeding. all conversations were recorded and eventually edited down to a 3 minute video. This video was used to announce the project to the press.

Synopsis

With many road safety campaigns focussing on texting and driving in recent years, people tend to forget that speeding is still the biggest killer on our roads. Knowing that speeding tickets were having little effect, the organization ‘Parents of Road Victims’ asked us to remind all Belgians about the importance of not speeding.

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