Serviceplan France and the PARISIAN ROAD SAFETY AUTHORITY (Sécurité Routière Paris et Ile de France) conceived a road safety awareness initiative titled ‘The Empty Classroom Picture’, to highlight the importance of parents teaching school children road safety. The outreach project in schools was designed to help parents understand how vital it is to impart road traffic guidelines to their children.
The campaign picked up 3 awards at the Cristal Festival; a Gold in Media/ Best use of ambient; Bronze in Promo & Direct/ Public Interest; and Bronze in Promo & Direct/ Best use of Ambient.
The shocking figure of children who are injured or die annually in road traffic accidents in Ile- de-France is around 30 - the equivalent of one entire class of pupils. Daniel Perez, Creative Director, Serviceplan France explains: “We wanted to highlight - in the most impactful way - the terrible figure of 30 children injured or killed on their way or back to school each year in the Parisian area. We thought that nothing would better illustrate the scale of this figure than the image of an empty classroom”.
This distressing fact was emphasized in a Serviceplan France campaign, which involved obscuring the usual school class group photo with a photograph of empty school
benches. When parents removed the blank school photograph, they uncovered the actual class photo. By presenting the frightening image of an empty school photo, the message of road safety was emphasized in a powerful way.