OVK / Parents of Road Victims: Behind The Numbers

Parents of Road Victims (PEVR), the Belgian road safety organisation, used an extended radio campaign to highlight the number of deaths in traffic accidents.

Campaign details

Advertiser: OVK / PEVR (Parents of Road Victims)Brand: OVK / PEVR (Parents of Road Victims)Agency: HappinessCountry: Belgium

Campaign Summary

'Behind the numbers' is a year-long radio campaign you'd rather not hear. Because every time it airs somebody just died in traffic. In real-time. One adapted and unique radio spot for each road victim. Minutes after it happened. Every day again, unfortunately. To illustrate the scale of the problem to everybody listening to the radio, mostly while driving. By doing so, the organization 'Parents of Road Victims' wants to turn each lost...

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