The SpeedTalk project was set up in cooperation with the 'Belgian Road Police’. For several days, actual parents of road victims accompanied police units while performing speed checks. Those who were pulled over for speeding were invited to have a chat about their way of driving. During this chat they discovered they were actually talking to a parent who lost a child due to speeding, leaving an everlasting impression. Especially compared to receiving yet another speeding ticket.

During one week all the conversations were recorded and eventually edited down to a 3 minute video. This video was used to announce the project to the press.

The SpeedTalk project was picked up by all main news media. The participating parents were invited to radio and TV talkshows to tell their story and spread their message. The video itself became a viral success and gathered 1 million views in a couple of days, without any paid media. An extraordinary result for a country as small as Belgium.