BEHIND THE NUMBERS

Short List
ClientOVK / PEVR (PARENTS OF ROAD VICTIMS)
Category B01. Use of Radio & Audio as a Medium
TitleBEHIND THE NUMBERS
Product/ServiceROAD SAFETY ORGANISATION
Entrant HAPPINESS BRUSSELS Brussels, BELGIUM
Idea Creation HAPPINESS BRUSSELS Brussels, BELGIUM
Media Placement IP Brussels, BELGIUM
Production RAYGUN Brussels, BELGIUM
Credits
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.