Fact: Every year 850 people die in Belgian traffic.

The organization wanted to find a way to spread awareness around this drastic figures. But those figures don’t really seem to touch anyone

Insight: people only seem to care about a car accident when somebody they know is involved.

So we asked 4 famous Belgians to star in a radio-commercial that announced their death in a fatal car crash.

The campaign was picked up in every Belgian media but also in foreign media. Even the European Commissioner of road safety wants to use it as an example for the whole continent.