| Titulo | Lucy 2 |
| Agência | LDV United |
| Campanha | Traffic Campaign - City of Antwerp |
| Anunciante | City of Antwerp |
| Marca | City of Antwerp |
| Posted | Abril 2008 |
| Sector Empresarial | Segurança rodoviária |
| Legenda | Thank you for driving slower in my street |
| História | The City of Antwerp wanted to promote and improve traffic safety in the city of Antwerp, with a focus on respecting speed limits. Traffic campaigns traditionally pay a lot of attention to drivers who show a total disregard of respecting speed limits. With the current campaign The City of Antwerp wanted to tackle the problem of drivers who only slightly exceed speed limits and therefore too easily ignore campaigns that address this matter. LDV United developed a campaign to bring social awareness to the problem. Since a change in attitude was needed, a paternalistic approach wasnt desirable. Instead of using the top-down voice of the authorities, a pre-campaign motivated local citizens to spread the message themselves. By means of a pre-formatted thank you template every participating citizen could communicate his or her personalized and positive speed-limit wish and picture. The choice for a positive, peer-to-peer approach and not for a more traditional blameful, top-down communication was deliberate. Locals were requested to create and upload their own poster to which they could ad their picture and name. They were encouraged to display the poster on their window to thank people for driving a bit slower. Please see website for examples. |
| Tipo de Mídia | Imprensa e publicações |
| Director de arte | Kris Lenaers |
| Redator | Bouke Zoete |
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