Campaign asks: ‘What if you were invited to your own funeral?’

12.00 | 8 July 2014 | | 3 comments

A short film which delivers a cryptic message to remind drivers not to “go too fast" has been viewed more than four million times on YouTube.

The film was created by the Belgian Institute for Road Safety (BIVV) and launched in April 2014. It features several different people who have responded to a mysterious invitation from someone close to them, to attend an event which turns out to be their own funeral.

The campaign also includes an app which people can send to friends and family members to make them aware of the consequences of speeding.

BIVV says the film and app are designed to “generate awareness among users about the possible consequences of speeding, consequences that may be severe, not only for themselves, but also for those close to them”. BIVV also says the “goal of these tools and campaign website is to increase social support of speed limits”.

Footnote: in order to view the film subtitles in English readers may need to ensure ‘CC’ (closed captioning) is switched ON.


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    A fantastic idea, well delivered very powerful.

    Deana Frost Hertfordshire
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    Superb production.
    Apologies for being cynical, would the habitual girl/boy racers be too busy on their iPhones to bother looking at this? Not sure of the answer, perhaps when all cars are fitted with speed monitoring, or better detection systems, will it have an affect?

    David Matthews Northamptonshire
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    A finely executed piece of work I think and, as ever, it would be fascinating to see what were the outcomes in the areas where it has been actively promoted. It also makes for an interesting technical contrast to the DOENI video previewed here:

    Each targets driver behaviour, with an emphasis on speeding. One is generic and seeks to speak to all; the other allows us to view what looks and feels like an ‘intervention’ for specific individuals. One is graphically explicit, the other reliant on observed emotion. One offers the deceased as victim, the other presents the bereaved. In each case the technical merits of the production are clear.

    For my own part I find the DOENI ad repellent – no value judgement should be inferred, I mean only that, impressive though it was, I found I could view it only once and I would not immediately choose to recirculate. The BIVV one I’ve now watched several times and it’s becoming ingrained. I hope those I pass it to receive it in the same way.

    Jeremy, Devon
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