'Parents of Road Victims' have teamed up with FCB alliance agency Happiness to launch a year-long radio campaign you'd rather not hear. Because every time it airs, somebody just died … read morein a road accident – in real-time. Last year in Belgium, 'only' 640 people lost their lives in road accidents. While that's a decrease of 13% compared to 2016, it's still way too many, especially in a country with a population as small as Belgium’s (approximately 11.5 million).To illustrate this fact, Happiness has created a thought-provoking campaign that makes the number of fatalities more tangible and human, rather than just a statistic. The dynamic radio campaign, titled 'Behind the Numbers', is directly connected to national police data.
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