Always Alert

Always Alert (Altijd Alert / Toujours Attentif) has the goal to encourage drivers to ignore their phone while driving. We focussed on sending a positive message, rewarding them for their good behaviour in stead of focussing on the bad. The slogan "Car in, GSM off" (Wagen in, gsm uit / Volant en main, gsm eteint) is short and catchy in order to stay in the heads of people longer.  It can be hard to target young adults with a marketing campaign. Therefore, we collaborated with olympic gymnast Nina Derwael. Nina, who is a young adult herself and has a large online following, is an example for many young drivers. In a video, she answers a call while doing her excersise and crashes on the floor. A phone should not be used when you need to concentrate, not in the gym and not in the car.  This video was combined with a radio spot and a social media campaign. To launch the campaign, we organised a press conference where Nina had to drive on a race track while texting. She crashed multiple times, showing that the combination is not a good idea.  The campaign was developed in collaboration with Baloise Insurance.