Pieter Claeys
Creative at Happiness FCB
Bruxelles, Belgium
TitleThe Safety Jingle
Campaign Safety Jingle
Advertiser OVK / PEVR (Parents of Child Road Victims)
Brand OVK (Parents of Road Victims)
PostedNovember 2016
Business Sector Road Safety
Story On average Radio Hosts of popular radio stations ask their listeners to call-in, text or post, 46 times a day. But in Belgium 80% of the people listen to the radio while driving. Instead of coming up with yet another one-off awareness campaign, we came with a more permanent solution: The Safety Jingle. A short (8 second) audio message radio hosts can play right after they ask their listeners to call, text or tweet, to remind everybody not to use their phone behind the wheel. The Safety Jingle was recorded with the voices of actual parents who lost a child in a road traffic accident and sounded like this: “but please, no phone behind the wheel. A request by Parents of Road Victims. Like us.” The music contains the names of the 155 children who died in a traffic accident last year. 
Media Type Television & Cinema
Chief Creative Officer
Creative Director
Creative Director
Art Director
Agency Producer


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