Title	BEHIND THE NUMBERS
Brand	OVK / PEVR (PARENTS OF ROAD VICTIMS)
Product/Service	ROAD SAFETY ORGANISATION
Category	B01. Use of Radio & Audio as a Medium
Entrant	HAPPINESS BRUSSELS Brussels, BELGIUM
Idea Creation	HAPPINESS BRUSSELS Brussels, BELGIUM
Media Placement	IP Brussels, BELGIUM
Production	RAYGUN Brussels, BELGIUM

Name	Company	Position
Koen Van Wontergehem	OVK - PEVR (Parents of Road Victims)	Managing Director
Ellen Ruys	OVK - PEVR (Parents of Road Victims)	Regionale Coordinator NL
Alexia Creton	OVK - PEVR (Parents of Road Victims)	Regionale Coordinator FR
Karen Corrigan	Happiness / An FCB alliance	Executive Creative Management
Geoffrey Hantson	Happiness / An FCB alliance	Chief Creative Officer
Philippe Fass	Happiness / An FCB alliance	Creative Director
Mateusz Mroszczak	Happiness / An FCB alliance	Creative Director
Roxane Schneider	Happiness / An FCB alliance	Concept Provider
Pieter Claeys	Happiness / An FCB alliance	Concept Provider
Katrien Bottez	Happiness / An FCB alliance	Senior Creative Coach
Hans Smets	Happiness / An FCB alliance	Group Account Director
Tine Van Hasselt	Happiness / An FCB alliance	Account manager
Gaelle Maes	Happiness / An FCB alliance	Junior Account Executive
Remke Faber	Happiness / An FCB alliance	Head of Motion
Karlien Huygels	Happiness / An FCB alliance	Motion Designer
Lisa Gadeyne	Happiness / An FCB alliance	DOP
Sumi Acros Mina	Happiness / An FCB alliance	DOP
Peter Baert	Raygun	Radio Director
Jérôme Gijsen	Raygun	Radio Producer
Liesbeth Demolder	Raygun	Radio Producer
Anthony Kisters	IP Belgium	Media Planner

View Script

Write a short summary of what happens in the radio advert

‘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.

Script

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.