European road safety organisation unveils ‘don’t text and die’ campaign with Happiness Brussels
European road safety organisation OVK (Parents of Road Victims) has unveiled a new campaign with Happiness Brussels, featuring the strapline ‘don’t text and die’.
Photography, shot by New York artist Andres Serrano, shows three different people who at first glance look dead, but upon closer inspection are actually just looking down at their phones.
Serrano said: “For me, concepts and ideas are equally as important as the images themselves. I love making work that destabilises people and because of that encourages them to think. As an artist I rarely shoot photographs on demand but I gladly made an exception for Parents of Child Road Victims because this problem is an illustration of today’s mind-set and forms a real threat for drivers and other road users.
“The people in the photographs are looking down as through they’re looking at a phone. In their appearance they look half alive and half dead, and they could well be dead if they keep texting while driving. You could wind up a corpse if you’re not careful.”
The ads will feature in a flash print and outdoor campaign in influential and mainstream publications and outdoor advertising sites across Belgium.
Last month, Mini advised the public not to text while driving in a campaign by Publicis Mexico.
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