Memorial Tickets
Responsible Young Drivers
Issue 51 | June 2019
Agency
De Vloer
Creative Team
Copywriter: Matthias De Smet Art Director: Ivo Mertens Designer: Vitaliy Kyiaiev Creative Directors: Johan Roelandt, Koen Van Deun
Other Credits
Account Director: Aline Huls Responsible Young Drivers
Date
October 2018
Background
1 in 5 drink concertgoers drink more than the legal limit. Yet 7 out of 10 return home by car. Sadly, not everyone gets home safe. As most deadly road accidents happen on the way back from concerts and festivals.
Responsible Young Drivers, an organisation dedicated to road safety awareness, wanted to point out the dangers of drinking and driving to concertgoers.
Idea
To ensure every concertgoer arrives home safely, a concert ticket of someone who didn’t was sold. Maarten. A youngster who was run over by a drunk driver on his way home from a concert. Showing music lovers that if they drink and drive, they might not only lose their life but also their future. As they will never get to see their favourite bands again. Just like Maarten.
A ticket was bought for Maarten’s favorite band Bloc Party for 36,80 euro and then immediately his Memorial Ticket was resold on Ticketswap. A popular website where people buy and sell second hand concert tickets. For 22 euro. Maarten’s age when he died. Along with a clear message to the many interested buyers. Asking them in Maarten’s name to never drink and drive.
Results
The ticket was sold within a couple of hours. But its story was shared for days by Belgium’s biggest radio stations, news papers and music blogs. And of course on social media. Reaching over 7,2 million people in total.
But more importantly, the message hit the right note with music fans. As 93% of all drivers passed an alcohol test right after the concert. Responsible Young Drivers will continue selling Memorial Tickets. Turning concert tickets into a powerful reminder to never drink and drive.