Through smart media use, we gave youngsters the opportunity to address the problem of irresponsible driving to their friends, without them being the killjoy.We created a Facebook app that allowed you to fill in some of your friend’s personal data. It then generated a genuine looking newspaper article that featured your friend in a deathly car crash. The details made the article more realistic: age, the colour and brand of your friend’s car, his/her favourite bar… You could also choose a theme: alcohol, speeding or drugs.The article was then sent anonymously to your friend’s e-mail address.

We reached a huge amount of youngsters directly through the campaign: the app was used over 25,000 times ( 11,000 times after only 3 days)Besides, with €0 media investments, we created € 1.8m worth of earned media. All major media were talking about it. It was the opening item of the news bulletin of the most popular TV channel, and even got coverage in foreign media.The media attention was not only about the smartness of the campaign itself, also the topic of safer traffic was addressed. It became a discussion topic for weeks. The debate was opened.