The objective was to bring down social acceptation of speeding in Belgium, by increasing awareness about consequences and actively engaging in public debate. Belgian men between the age of 25 and 40 were the primary target group; the secondary target group was all vehicle drivers.

Our insight was that peers and loved ones have much more impact on target audiences than traffic security organizations. We wanted to confront speeding offenders with the emotional consequences and their close ones with the responsibility of acting before it is too late. “Went too fast. Gone too soon.” reflects the mindset of these close relatives of deceased speeding offenders.

The visualization of speeding offenders attending their own funeral, was realized by a short candid camera film production. It provided a recognizable emotional setting for any speeding offender to be warned by the people who love them, before it is too late.

To reach a broad audience, with limited budget, we decided to use PR and Online as main media channels. PR was crucial to start and wage the public debate. Press conference, press release and close follow-up initially boosted the online film.

As of day 1, the public debate was on: media featured special news items and reports, editorials, opinions, interviews and surveys for days. The online campaign film immediately went viral: 1.6 mio views in 48 hours. The campaign carried on to go beyond objectives being is the most successful client campaign in terms of visibility, debate and appreciation.

We realized this creative idea with a short candid camera film production.

To reach a broad target audience of 5.3 million Belgian vehicle drivers and their closest peers, with virtually no media budget, we decided to use PR and Online as main media channels. In support, we disposed of the non-commercial outdoor billboard network on Belgian highways for 1 month.

Combined PR and online were most appropriate to reach a broad audience, while starting and waging a public debate. A press conference and press release were set up to boost the online film through main Belgian news media. Online was even more relevant for reaching and engaging the younger primary target group. The Belgian Institute for Road Safety’s campaign website and social media, primarily the YouTube channel, initially carried the campaign film. Additionally, relevant blogs and websites were approached to run the story.

With €0 media spending we earned €8.8 million Belgian media value in just 48 hours. Omnipresent press coverage reached 81% of the target audience (5.3 million vehicle drivers in Belgium). In 2 days we achieved 1.6 million views on the Youtube channel (10 times the objective) with a 93% liking rate. Belgians watched, shared and even tagged friends.

Today we count 3.8 million views (and many millions more via other international media). The campaign went viral in 227 countries, with people generating translations other than the original Dutch/French (Belgium).