With over 1,600 victims per year in Wallonia, driver distraction is deadlier than ever. The Walloon Agency for Road Safety (AWSR) and The Little Voice are launching a hard-hitting campaign born from personal tragedy: “A notification can hide a life.”
“Tao is gone because of one text too many”: when tragedy inspires action
“A few years ago, our lives were shattered. Tao, our 8-year-old nephew, was taken far too soon. Because of one text too many…” These moving words from Fred De Lof, director of the campaign, sum up the origins of this project, born out of grief. “Together with Benoît, his father, and Laurie Lacourt from The Little Voice, we found the strength to create this short film, this ‘little message’. Simple and powerful. Because sometimes, saving lives is just a matter of not using your phone while driving.”
Making a call is no longer the only distraction: tech habits are growing and becoming normalised
A new survey conducted by AWSR among 1,000 drivers in Wallonia reveals an alarming reality: while 67% of motorists still admit to making calls while driving, the ways people use smartphones and connected devices have significantly increased.
Today, over one-third of drivers (35%) send messages while driving, and more than one-quarter (27%) admit to recording voice messages while holding their phone up to their mouth. Even more disturbing: 6% of people post stories on social media while driving, 5% even play games on their phones, and smartwatches add yet another layer to this constant distraction.
Simple actions can save lives
“Thank you for no longer using your phone while driving. Because yes, a child’s life is worth more than a song change, a short video, or a simple little message,” concludes Fred De Lof.
The campaign will run until mid-July on social media and in public spaces.
Crédits
Client : AWSR
Direction créative : Laurie Lacourt
Copywriting : Gino Delben
Client director : Philippe De Wulf
Stratégie : Oussama Laouti
Acounting : Raphaëlle Servais
Réalisateur / DOP : Fred De Lof
Art director : Fred De Lof
Motion designer : Toast Production
