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Association Prévention Routière: Car
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It’s up to us to disarm our roads. Shopping, going to work, taking the children to school, going out with friends... All these situations remind us that driving is a common everyday act that can lead to risky behaviour. These behaviours can have dramatic repercussions, turn against oneself, take the life of an innocent person, or even a loved one. We know our vehicles, we use them regularly and for some we pamper them. However they remain, misused, lethal weapons for oneself or for others. This is the whole point of this campaign. To illustrate in a literal way the dangerousness of our vehicles by hijacking their various components to make weapons. 3 weapons entirely made from parts of a car, a motorbike, and a utility vehicle, all recovered from a scrapyard. 3 weapons for 3 types of drivers, strongly symbolising what a vehicle can become, misused. A gear dial becomes a sight, a muffler becomes a cannon, an accelerator pedal becomes a deadly trigger. Most of these accidents could have been avoided by making the right gestures, by respecting speed limits, the highway code, by not making one exception... This campaign reminds us that behind every road accident lies an inappropriate behaviour that turns the vehicle into a weapon. So it’s up to everyone to disarm our roads, with caution, care and respect. Together, we can ensure that our vehicles are used wisely and do not become weapons. This is the message that the Not For Profit “Prévention Routière” and the “Victimes & Citoyens” are deploying for their new communication campaign imagined and orchestrated courtesy of TBWAParis.
Advertiser Managers: Anne LAVAUD, Julien THIBAULT, Coline GOSSELIN Related |
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