On the 31st of December, Renault and Responsible Young Drivers made selfies useful using the hashtag #SAFEINBED! The last selfie of the night made from you bed to reassure all your worried loved ones.

With a media budget of 0€, the campaign was launched on the 29th of December. Renault and RYD posted the hashtag on Twitter with an explanation as well as a video on YouTube for their Belgian followers. Combined with a press release it resulted in several mentions during the news on TV and in the press.

In just 3 days, the campaign became viral on social media and, combined with the PR, it managed to reach a total of 4,643,414 people. Furthermore the #SAFEINBED hashtag trended and became the second most popular hashtag that night in Belgium. The most popular being, of course, #HAPPYNEWYEAR. In the end, and most importantly, nobody was killed on Belgian roads that night.