2017

The Virtual Crashboard - Sécurité routière IDF, France

In Paris, over 4500 people were injured or killed when crossing the road due to an imprudent behaviour in 2017. The Parisian Road Safety Authority wanted to raise awareness about the danger of being a careless pedestrian in order to make this figure decrease by making people experience the unique moment when one faces a danger. A special camera detected when pedestrians were crossing at a red light and simulated the sounds of a car utilising an emergency brake. In that moment, a photo was captured and used on the billboard to show pedestrians how foolishly they acted. The images became part of the wider campaign used on websites, social networks and transport billboards. In two months, the campaign had 50 million organic views and 1.2 million interactions, making ‘pedestrian and drivers co-existence’ the number one topic in main French news.

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The Virtual Crashboard - Sécurité routière IDF, France