*Please watch quick video on the link.

8 out of 10 drivers use their phone while driving causing 1/3 of road accidents. ‘Responsible Young Drivers’ is an NGO encouraging safe driving among youngsters. ‘Re-born to be Alive’ is an NGO promoting organ donation.

When youngsters are asked to do something, they can think their choices are being limited, leading them to do the exact opposite. This is known as 'psychological reactance' in behavioral science.

‘Responsible Young Drivers’ and ‘Re-born to be Alive’ gave a choice to young drivers: while they were encouraged not to text and drive, they were also encouraged to sign up to become organ donors if they still planned to do it. While both NGOs have different means to achieve their goal, they shared the same ad to communicate their common mission: saving lives.

The Belgian newspaper De Standaard, where the ad aired, is one of the biggest newspapers in Belgium with an everyday reach of more than half a million readers. (source ads and data).

By law, all Belgians are considered as organ donors, however families can refuse the organ donation unless the victim officially gave its explicit consent. That’s why it’s so important to sign up before having a car accident due to the use of the smartphone in case you didn't follow the advice "Don't text and drive."