On average Radio Hosts of popular radio stations ask their listeners to call-in, text or post, 46 times a day. But in Belgium 80% of the people listen to the radio while driving. Instead of coming up with yet another one-off awareness campaign, we came with a more permanent solution: The Safety Jingle. A short (8 second) audio message radio hosts can play right after they ask their listeners to call, text or tweet, to remind everybody not to use their phone behind the wheel. The Safety Jingle was recorded with the voices of actual parents who lost a child in a road traffic accident and sounded like this: “but please, no phone behind the wheel. A request by Parents of Road Victims. Like us.” The music contains the names of the 155 children who died in a traffic accident last year.
Digital advertisement created by Happiness, Belgium for Parents Of Road Victims, within the category: Public Interest, NGO.
Chief Creative Officer: Geoffrey Hantson
Creative Directors: Pieter Claeys, Philippe Fass
Art Director: Tim Schoenmaeckers
Copywriter: Niels Sienaert
Producers: Bart Vande Maele, Thuyet Hoang
Director: Dirk Domen
Production company: Raygun, Geronimo
Sound design: Peter Baert
Account team: Hans Smets, Tine Van Hasselt, Stefanie Drapier
Additional credits: Radio Group Belgium