The Local Police of Antwerp wanted to fight speeding in the city. That's not an easy to reach goal, (1) because there is not a lack of knowledge, but a lack of motivation (which is much harder to communicate about), and (2) because people tend to be not so susceptible to sensitizing messages from the police corps (negative associations). Therefore we created communication that reached speeders when they were most open to it: the moment they received a speeding ticket. And we created a sender that was anything but the local police korps: Antwerp children.

We asked pupils to make a drawing about safe traffic. A selection of these drawings were copied and 30.000 copies were added to speeding fines, one for each fine. So when speeders received their speeding ticket, not only did they realize they did something wrong, they also realized the severeness of their behaviour: putting people's lives, especially children, at risk.

We reached 100% of our target group (speeders) directly, without using any media budget.

Our campaign became a topic in all national media (press, tv and radio), online as well as in some Dutch media.

The amount of free publicity this campaign received is valued at € 194.070 (*).

(*) source: Zenith Optimedia

Adding a campaign message to a speeding ticket had never been done before, was very effective and spoke to people's heart straight away. Therefore, it had a high PR potential.

People are less susceptible to a message when it comes from local authorities. Therefore we asked Antwerp children to be our spokespersons. This made the idea not only stronger, it matched the brand identity. The city and the local police of Antwerp believe that every city-related topic, e.g. safe traffic, is a shared responsibility.

Adding the drawings to speeding fines was the most efficient way to reach speeders. The context and the timing were perfect: speeders were forced to think about their driving behaviour at the right time (when receiving a ticket) and for the right reason (children's safety).

We reached 100% of our target group (speeders) directly, without using any media budget.

On September 26, a journalist from a well-known newspaper (Het Laatste Nieuws) received a drawing with his speeding fine and wrote about it in the newspaper. The word was out and our campaign became a topic in all national media (press, TV and radio), online as well as in some Dutch media.

The amount of free publicity this campaign received is valued at €194,070 (*).

(*) source: Zenith Optimedia