This years campaign for the Belgian Institute for Road Safety focuses on the drivers on the road in a company car.  Since they spend a lot of time on the road and often deal with time pressure they are a big high risk group for accidents often involving death. But how do you reach this group? By letting them know it’s OK to take their time.

So we asked the CEO’s of large and well known Belgian Corporations to do the talking. Large billboards with their name and face telling their employees the take it easy on the road. And for those who think in numbers, we created a helpful tool on the website Roadsafetyatwork.be: should you get a fine you can calculate and compare the time lost on the road with the financial impact on your wallet. It basically tells you how long you worked for nothing, or the Belgian government for that matter.

Posted by Saatchi & Saatchi Brussels