Beyond The Promise: Traffic Safety

Vincent & Peter bring another of Boondoggle's quality cases: The last will of...

This is a campaign that got launched for the public sector in general. Traffic safety is most of the times funded by the government, and in this case it's no exceptions.

How to get young reckless drivers thinking as a first step to behavioral change?

Many youngsters feel that the government interferes too much in their lives
To much information of the same kind in the same context might trigger the opposite effect

Insight !: We will have to use peer group pressure in an inventive way

Insight 2: We will have to give 'means'; to the peer group to have valid arguements

Insight 3: We have to avoid being too soft and dare to talk about the real consequences

Campaign:  Het Testament van...   ('The last will of...')

    Website concept: if you have some friends who drive really reckless, use this site to let them know
    what you want to inherit from them if they die.

It's a conversation starter. The reckless driver got an e-mail from his friend, alerting him that that friend claimed some of his possessions. It's hard as a rock, very confronting, especially if the last will could be signed by many people (in group) This give the peer group extra strength.

Most discussions around reckless driving happen when it's too late. Now the reckless driver is confronted with this topic while he's sober, behind his PC.

Launch: PR event at VUB university. (made TV news headlines that same day)
      Radio attention and viral clip:

Additionally: Netlog brand page / discussion forum

50 K + empty Last Will have been handed out to people during weekend awareness controls.
The Results:

    * Massive PR in the written press
    * Hundreds of conversations / discussions
    * 15 K visitors on the brand page
    * 76 K views on YouTube
    * 21K visitors on the site
    * 1777 wills have been created

The discussion is sparked, that was the purpose of the campaign.