OVK / PEVR (Parents of Road Victims)
Client: OVK / PEVR (Parents of Road Victims)
Product: Road Safety Awareness Organisation
Media: Online, TVC, Cinem
Date Of Campaign: 21/09/2018
Background: Texting and driving is still prevalent throughout the world and a major cause of road deaths. That’s why there are still numerous road safety PSA campaigns on the subject. Unfortunately, data shows that these ‘don’t text and drive’-campaigns no longer have the impact needed to change really our behaviour. In order to change that the organization Parents of Road Victims asked us to come with a radical new take in preventing texting and driving.
Idea: BlindMeters.com, a first of its kind platform that gives everybody concrete insight in how many meters they exactly miss when texting and driving. BlindMeters.com is geo-located and turns Google Maps into a text editor, allowing you to type on any road. A custom-made font connects to the speed limitation data of the specific road you’re typing on and stretches to the exact number of meters you miss when texting and driving.To do so we programmed an algorithm that connects different databases and layers them onto one website, together with a specially designed font made for the purpose of dynamically stretch.
Results: Data shows that people became immune to the road safety ‘don’t text and drive’-campaigns. This new take on an old problem was able to beak that immunity, from the start. Press immediately picked up on BlindMeters.com. Literally all National and Regional press covered it. Resulting in millions and millions of earned media impressions. But most importantly: people engaged. Massively. In the meantime over 15 million (!) BlindMeters were typed. And BlindMeters is now also officially part of the Belgian National driving school program.