| Title | DISTRACTEURS |
| Brand | DÉLÉGATION DE LA SÉCURITÉ ROUTIÈRE |
| Product/Service | ROAD SAFETY PUBLIC ORGANISATION |
| Category |
E01. Standard Sites |
|
Entrant
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DELEGATION DE LA SECURITE ROUTIERE Paris, FRANCE
|
|
Idea Creation
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LA CHOSE Paris, FRANCE
|
|
Production
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LA CHOSE Paris, FRANCE
|
Credits
| Pascal Grégoire |
la chose |
Founder |
| Nathalie Foratier |
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Creative Director |
| Ibrahim Seck |
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Creative Director |
| Ibrahim Seck |
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Creative Director |
| Mathieu Viollet Bosson |
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Art Director |
| Guillaume Ganty |
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Art Director |
| Nicolas Buisset |
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Production Manager |
| Laura Sacarrère |
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Producer |
| Melina Audoux |
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Producer |
| Marina Flammier |
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Account Manager |
| Rodolphe Pedrono |
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Account Manager |
| Justine Cavanie |
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Planner |
| Barka Zerouali |
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Communication Director |
Translation. Provide a full English translation of any text.
Cyclist : « Be sure to tell her family that you positively had to read that email. »
Motorcyclist : « Be sure to tell his children that you really had to answer that sms. »
Pedestrian : « Be sure to tell his wife that you absolutely had to take that call. »
Is your poster / billboard larger or smaller than a 6 sheet poster (1200 x 1800mm)?
We opted for large format billboards: 8m2 (320 x 240cm) and 12m2 (400 x 300cm).
Cultural / Context information for the jury
In 2018, the number of road fatalities stood at 3,248. The ONISR (Observatoire National Interministériel de la Sécurité Routière) estimates that 11% of all fatal road accidents are the result of inattentiveness related to mobile phone use. Indeed, phoning while driving multiplies the risk of an accident by 3, while texting while driving multiplies the risk by 23. With that in mind, reminding French drivers of the dangers associated with telephone use behind the wheel became an issue of the utmost priority to Sécurité Routière. To reach out to them, we used the touch points drivers are typically exposed to while on the road. We targeted large billboards on the side of major roads, as well as posters on public transport buses. We also broadcast two radio spots so as to influence drivers more directly.