The idea:We put up billboards in all popular online racing games.

The message: “For 300 victims a year racing is not a game.”So every time a Belgian player went online to play his favourite racing game he saw this message in his native language (Dutch / French).

Succes:In the first week 60.000 gamers got the message. Immediately the gaming community picked it up. They started talking about on their blogs. After that the press picked it up and it got national coverage.And more important: The number of speeding related deaths in Belgium dropped a staggering 14% in 2008.