VIAS - "Axelle"

Happiness Brussels, an FCB Alliance

Happiness Brussels, an FCB Alliance Bruxelles, Bélgica

2882

This ad is part of the ACT Responsible Collection

Marca: VIAS
País: Bélgica

Anunciante: OVK / PEVR (Parents of Child Road Victims)

Título	Axelle
Agencia	Happiness Brussels, an FCB Alliance
Campaña	Key rings
Anunciante	OVK / PEVR (Parents of Child Road Victims)
Marca	VIAS
Fecha de primera difusión/publicación	2021 / 1
Sector Empresarial	Seguridad Vial
Sinopsis	In Belgium ‘Bob’ is a first name. But it’s also the ultimate symbol of ‘designated driver’. The name was installed through the Bob campaign that has been running since 1995. The word ‘Bob’ is so iconic that you can find it in Dutch dictionaries, and several other European countries adopted the word and the campaign. For 25 consecutive years the police have been organizing alcohol checks where they hand out Bob key rings to drivers who didn’t drink. 98% of all Belgians know exactly what BOB means. Nevertheless, Belgians continue to drink and drive. Still 1 out of 5 road accidents is due to alcohol. That is why Belgian Traffic Institute VIAS and the organisation Parents of Road Victims are launching a remarkable campaign: in addition to the well-known Bob key ring for responsible drivers, the police will also hand out key rings to drivers who did drive under the influence. No Bob key rings of course, but key rings with the names of children who fell victim to a driver driving under the influence: Axelle, Corwin, Nathan, Laetitia ... The confronting 'non-Bob key rings' have the same typical font and the same yellow colour as the iconic Bob logo. OVK and VIAS hope these key rings will have a longer lasting impact than a fine or driving ban. In a first phase, the ‘non-Bob’ key rings were already handed out on a number of locations during the Christmas holidays. Now the new year has begun, the campaign is reaching cruising speed. January 22nd is the start of the weekend without alcohol. During alcohol checks in several police zones, the police will hand out key rings with the names of eight different young traffic victims to positive-blowing drivers. These offenders will also hear the story behind each victim name. For instance: Axelle, the youngest victim, was only 3.5 years old when she and her mother were hit on the sidewalk by a driver under the influence of alcohol and drugs. In the campaign films and on the website, you will discover the stories of all eight young victims, told by their parents or grandparents. Drivers who were caught during the alcohol checks can afterwards exchange their ‘non-Bob’ key ring for a traffic course at VIAS. This training examines the influence of alcohol on drivers’ behaviour in more detail.
Medio	Prensa y publicaciones
Director creativo	Katrien Bottez
Director creativo	Geoffrey Hantson
Director ejecutivo de creación	Karen Corrigan
Business Director	Hans Smets
MOTION DESIGN	Remke Faber
MOTION DESIGN	Karlien Huygels
Productor	Arthur Dewachter
Strategy and Influencer Marketer	Elise Van Craen
Ejecutivo de cuentas	Emma Legein
Copyist	Dee Verwaetermeulen
Copyist	Alice Amant
Diseñador gráfico	Jonathan Kalifat
Director de fotografía	Maxime Lahousse
Color Grade Artist	Florian Keirse
Producción de sonido	Raygun
Design Director	Dries Lauwers