In collaboration with Candy Chang, we firstly let young people express their dreams, plans and fantasies on different supports (boards, social networks, and the AVANTDEMOURIR.COM website). They just had to complete the following sentence “before I die, I want…” and the following message, “Let’s meet again in 6 days to find out how we can achieve all of this”, was posted on the website.

A week later, we revealed the campaign’s core message, the key to achieve one’s dreams:

”Every single year, more than 1500 young people are unable to fulfil their dreams owing to drink driving. Therefore, to ensure that you get home safely, make sure you choose a sober driver.”

As for the figures, there were 27,000 visits on the avantdemourir.com website in one week, #AvantDeMourir became a trending topic for 48h with 13,827 tweets and 1000 schools shared the campaign message with their students. Moreover, we witnessed massive media coverage with more than 100 blogs and website spreading the campaign and reports on both the largest French news programmes and in the main national newspapers.

Achieving all of the above while investing 0 euros in the media, we saved 3.5 million euros in total.

• Before I die, I want, a universal question but one which we rarely ask

• The opportunity for brands and TV channels to adapt it and to make it into a topic of discussion

• A different way of approaching the subject of road safety

• Interactive aspect

• The message was not only spread virtually but also in real-life settings. Local participation was essential.

Unlike normal campaigns, we wanted to let young people express themselves in familiar places (schools /our website/Twitter/Instagram/Deezer…). Thanks to this interactive “Before I die” idea, we wanted to raise awareness and succeed in touching young people by focusing on their dreams.

As for the figures, there were 27,000 visits on the avantdemourir.com website in one week, #AvantDeMourir became a trending topic for 48h with 13,827 tweets and 1000 “Grandes écoles” (prestigious higher education establishments in France) shared the campaign message with their students. Moreover, we witnessed massive media coverage with more than 100 blogs and website spreading the campaign and reports on both the largest French news programmes and in the main national newspapers.

Achieving all of the above while investing 0 euros in the media, we saved 3.5 million euros in total.