VO

Let’s not let the dark catch us by surprise

Brussels Mobility

Project description

The number of accidents in Brussels involving pedestrians is almost twice as high from October to March as during the rest of the year. The reason for this is the darkness and the more difficult weather conditions.   

VO launched a campaign for Brussels, to incite all road users (motorists, pedestrians, cyclists, scooters, etc.) to be more cautious and make themselves visible on the road. The objectives were to inform and raise awareness of the basic rules for motorists, pedestrians and cyclists alike. 

 

 

Result

An artistic, visual cross-media campaign, linked to current events and visible throughout the city as well as on social networks, was accompanied by 11 days of activities on the ground.  

The campaign, which was directly inspired by the graphic vision of Frank Miller (Sin City), presents users who disappear in the dark.  It was a way of visually addressing the dangers and calling for vigilance.   

Each audience (cyclists, car drivers and pedestrians) was targeted with adapted content in order to maximise involvement and changes in behaviour. 

Agencies
Expertises
11 Days of activities
157491 Participants