| 标题 | Lucy 2 |
| 广告公司 | LDV United |
| 广告战役 | Traffic Campaign - City of Antwerp |
| 广告主 | City of Antwerp |
| 品牌 | City of Antwerp |
| Posted | 4月 2008 |
| 行业领域 | 道路安全 |
| 广告口号 | Thank you for driving slower in my street |
| 剧情简介 | The City of Antwerp wanted to promote and improve traffic safety in the city of Antwerp, with a focus on respecting speed limits. Traffic campaigns traditionally pay a lot of attention to drivers who show a total disregard of respecting speed limits. With the current campaign The City of Antwerp wanted to tackle the problem of drivers who only slightly exceed speed limits and therefore too easily ignore campaigns that address this matter. LDV United developed a campaign to bring social awareness to the problem. Since a change in attitude was needed, a paternalistic approach wasnt desirable. Instead of using the top-down voice of the authorities, a pre-campaign motivated local citizens to spread the message themselves. By means of a pre-formatted thank you template every participating citizen could communicate his or her personalized and positive speed-limit wish and picture. The choice for a positive, peer-to-peer approach and not for a more traditional blameful, top-down communication was deliberate. Locals were requested to create and upload their own poster to which they could ad their picture and name. They were encouraged to display the poster on their window to thank people for driving a bit slower. Please see website for examples. |
| 媒体类别 | 平面 |
| 美术指导 | Kris Lenaers |
| 文案 | Bouke Zoete |