Each year, the city of Antwerp runs an awareness campaign against speeding in the city center.

Citizens play a major role in the communication: they appeal to the drivers to respect the speeding limits for the safety of everyone using the roads.

On the campaign's website www.graagtraag.be citizens were invited to upload their 2 selfies (happy & sad one). These selfies were then used on the digital interactive billboards that were placed in the centre of the City of Antwerp. With the same type of sensors that are used by the traditional smiley speeding signs, we were able to show in real time a smiling selfie of a local citizen when passing drivers were within the speed limit or the sad selfie when the drivers were exceeding the speed limit.

After just a few days a total of 268 selfies were uploaded on the campaign website and were then displayed on the interactive billboards in the different neighbourhoods of Antwerp reaching thousands of motorists, to stop them from speeding.

75% of the target audience have seen the campaign and 63,1% of the target audience believes this campaign incites motorists to respect the speeding limits in the city centre. 77,2% find the campaign very useful and 75,9% finds it also very meaningful. (Soucre: City of Antwerp, Campaign measure online panel, October 2014)

We also had a lot of local and national media attention with the campaign. All major TV channels and newspapers picked up the story. Later followed by international press, leading to the roll-out of the Speeding Selfies in other countries in 2015.