A specially designed interactive digital billboard was consecutively displayed near busy pedestrian crossings all over the Paris area. Equipped with a movement detector, speaker, and camera, the smart billboard made the sound of squealing tires whenever a pedestrian attempted to cross the road while the “red man” (no crossing sign) was on. The frightened faces of the disobedient pedestrians were projected directly onto the billboard and shown alongside the caption: “Don’t risk looking death in the face. Check the lights and cross safely”.

QR Codes on the billboard led the pedestrians to video messages of real crash survivors. They could then pledge not to cross on red light anymore and contribute their picture to the campaign.

The billboards of this campaign are the instant transformation of "consumer generated images" into personalized digital billboards.

More than an amazing number of views of the video and a high engagement level, this "virtual crash billboard" video really started the conversation. In a few days, the topic of “pedestrian and drivers co-existence” became a N°1 topic in main French news websites, TV channels, and social networks. Then, the campaign started its “organic” world tour. The figures exploded and the "virtual crash billboard" largely spread worldwide. More than 15 TV shows, 100 global news digital platforms and an incalculable number of posts on social networks were linked to the campaign and the video has been subtitled in very many languages. In only two weeks after the campaign was launched, we could already count 6 million organic views, 250.000 interactions and 18 million total impressions. Only two months later, the 30th May 2017, as far as we know, we count: - 50 MILLION ORGANIC VIEWS - 1,2 MILLION INTERACTIONS

French pedestrians are particularly undisciplined and careless. Despite many awareness campaigns, pedestrian casualties remain at an unprecedented level.French pedestrians are particularly undisciplined and careless. Despite many awareness campaigns, pedestrian casualties remain at an unprecedented level.

A scientists' French team led a study which demonstrates that the behavior of pedestrians is very different according to countries. French people are among the most undisciplined pedestrians. According to Cedric Sueur, biologist CNRS at the University of Strasbourg and co-author of the study, to cross in the red light would be a question of culture.

As an example, during the study field, 41,9 % of the French people crossed illegally against only 2,1 % of the Japanese.

Source : http://www.lindependant.fr/2017/02/15/traverser-au-feu-rouge-serait-une-question-de-culture,2291362.php