In Europe's major cities, thousands of pedestrians are victims of traffic accidents every year. In the Paris region alone, there are more than 4,500.
The Agency of Serviceplan France and the French road safety authority DRIEA draw attention to this security risk with a spectacular campaign- creative, interactive, but also drastic.
Levallois-Perret / Paris, 19 April 2017 — The core of the attention-grabbing campaign, that Serviceplan France has implemented for the French road safety authority DRIEA (Direction Régionale et Interdépartementale de l'Equipement et l'Aménagement), is a specially designed digital Info screen. At the end of March there were installations at pedestrian crossings on main roads in Paris. Through a motion detector and hidden attached speakers, every time a pedestrian crosses the street on red, the sound of abruptly braking tires and screeching noises were played. At this precise moment, a camera records the "caught" person's shocked face.
The results were snapshots of deeply frightened people, as it was written on their faces, that showed they had done something extremely reckless and put themselves in the face of danger. Distorted faces of horror from pedestrians were displayed directly on the digital Info screen and highlighted in real time with the slogan of the action: "Don't take the risk of staring into the face of death. When crossing the street, pay attention to the traffic lights." With his own face as the subject of this warning, the message is authentic and credible; a fake picture could never achieve this.
The goal: a permanent learning effect.
Those photos and videos that were recorded under "real conditions" are now the central part of the road safety campaign, "Quinzaine Régionale des Usagers Vulnérables" of DRIEA, starting next month. It will be seen in Web ads, social media, but also in several public areas - for example at train stations - in the greater Paris area.
Serviceplan France is responsible for the campaign. The Serviceplan Group is the largest and most diversified owner-managed and partner-managed agency group in Europe. Serviceplan France has approximately 300 employees and is represented in Levallois-Perret near Paris and in Lyon.
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