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Behind the Numbers

basics
Industry: Public interest & Non-profit
Media:Cyber
Market:Belgium
Style: Minimalism
descriptioncnen
ScriptInEnglish
When you hear this, somebody just died in a traffic accident. Number 66 since January. Number 66 in the statistics. But most of all: a real person... and always somebody’s child. Please, drive carefully. 66 are 66 too many. A message from parents of road victims. Like me.
Implementation
This campaign innovatively uses radio because during a complet eyear the campaign will not be planned, but linked in real-time to official police data. The national police opened up their data to 5 radio stations. So every time somebody dies in traffic, minutes after it happened, a new updated radiospot appears on 5 radio stations at the same time. And this every time again. Every day again. For every road victim again. One whole year. Illustrating the scale of the problem and turning each lost life into a reason to drive more carefully.
BriefExplanation
‘Behind the numbers’ is a year-long radio campaign you’d rather not hear. Because every time it airs somebody just died in traffic. In real-time. One adapted and unique radio spot for each road victim. Minutes after it happened. Every day again, unfortunately. To illustrate the scale of the problem to everybody listening to the radio, mostly while driving. By doing so, the organization ‘Parents of Road Victims’ wants to turn each lost life into a reason to drive more carefully. In real-time. Each unique spot was recorded by real parents of road victims.
credit
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awards
D&AD 2019
Shortlist Media
Use of Radio & Audio
Cannes Lions International Festival of Creativity 2018
Bronze Radio and Audio
Use of Radio or Audio as a Medium
Clio Awards 2018
Silver Audio
Radio
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