Shock or humour? Belgian campaign lets the viewer decide

  • May 2, 2017

Does graphic imagery and a serious message work better than light-hearted themes when it comes to successful campaigns to change road user behaviour? A new Belgian campaign has been launched with two endings and viewers are being asked to vote for the most effective.

The social media campaign begins in a car with a young driver and passengers. The passengers encourage the driver to slow down, but he initially ignores them. To select what happens next, log on to and pick your ending. Users are being encouraged to share their preferred version on facebook and twitter.

UPDATE 2/6/17: The result of the poll was announced. Viewers chose the shocking version of the ad. See: