Bedrooms of young road traffic victims on Booking.com

During the end of the year holiday season, many Belgians are driving to their holiday destination. To raise awareness among these drivers to be careful on the road and to reduce speed in the sometimes-difficult winter conditions, the association Parents of Road Victims (OVK-PEVR) placed several rooms of children who fell victim to road accidents symbolically on Booking.com. Naturally, these rooms are not for rent. And there’s a good reason why… Philippe Fass, Creative Director at Happiness Brussels: “When parents lose a child in a road accident, they often leave…

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Belgian police hand out key rings with names of deceased children to drivers who were drinking and driving

In Belgium ‘Bob’ is a first name. But it’s also the ultimate symbol of ‘designated driver’. The name was installed through the Bob campaign that has been running since 1995. The word ‘Bob’ is so iconic that you can find it in Dutch dictionaries, and several other European countries adopted the word and the campaign. For 25 consecutive years the police have been organizing alcohol checks where they hand out Bob key rings to drivers who didn’t drink. 98% of all Belgians know exactly what BOB means. Nevertheless, Belgians continue to drink and drive. Still…

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Happiness And Parents Of Road Victims Present ‘Behind The Numbers’

‘Parents of Road Victims’ have teamed up with FCB alliance agency Happiness to launch a year-long radio campaign you’d rather not hear. Because every time it airs, somebody just died in a road accident – in real-time. Last year in Belgium, ‘only’ 640 people lost their lives in road accidents. While that’s a decrease of 13% compared to 2016, it’s still way too many, especially in a country with a population as small as Belgium’s (approximately 11.5 million). To illustrate this fact, Happiness has created a thought-provoking campaign that makes…

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