Liesbeth Demolder
Managing Director at RAYGUN
Brussels, 比利时
标题Behind The Numbers
广告公司
广告战役 Behind the numbers
广告主 OVK / PEVR (Parents of Child Road Victims)
品牌 OVK
首次发布日期 2018 / 1
行业领域 道路安全
剧情简介 When you hear this, somebody just died in a traffic accident. Number 66 since January. Number 66 in the statistics. But most of all: a real person... and always somebody’s child. Please, drive carefully. 66 are 66 too many. A message from parents of road victims. Like me.
哲学 ‘Behind the numbers’. 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. Since early January, till end of the year. Every day again, unfortunately. Every time somebody dies in traffic. Making every victim, every number in the statistics, more tangible. 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 life into a reason to drive more carefully. Each unique spot was recorded by real parents of road victims.
问题 In Belgium, In 2017, 640 people lost their lives in a road accident. That’s a decrease of 13% compared to 2016. Good news. At least, for the statistics that is. Because for the 640 parents, friends and other relatives of each one of the victims, it’s pure tragedy Brief: How can we illustrate the fact that 640 dead people dying on the road is still way too much in a country as small as Belgium. How can we get beyond the statistics? How can we turn each road victim, each lost child, into a reason to drive more carefully.
结果 The campaign started early January and will last till end of this year. The big advantage of this campaign is that it’s not one of those one-off sensibilisation campaigns. This a long term plan to turn each victim into a radiospot urging you to drive more carefully. This radio campaign will have as many spots and as many appearances as there will be people dying in traffic. Turning each victim into talk value and a reason share. Every time again. The combined results will only be clear by the end of this year.
媒体类别 广播
长度
Managing Director
Regionale Coordinator
Regionale Coordinator
摄影指导
客户经理
Executive Creative officer
Strategic Director
首席创意官
创意总监
创意总监
Concept Provider / Copywriter
Concept Provider / Copywriter
Senior Creative Coach
Group Account Director
Head of Motion
Motion Designer
摄影指导
Junior Account Executive
广播节目制作
Radio Director
制作
制作
制作

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