French Safety Campaign: “Kill Or Get Killed. Was It Worth Reading That Text?”

French Safety Campaign: “Kill Or Get Killed. Was It Worth Reading That Text?”

A new Road safety campaign from Paris agency La Chose for Sécurité Routière has a strong message:”Kill or get killed. Was it worth reading that text message? Or answering that call or that email?”

The outdoor and print campaign, which follows several award-winning collaborations, centres on the use of phones while driving, drawing in the viewer’s attention with taglines that focus on consequences, making viewers consider what it would feel like to be responsible for an accident.

In its new poster and radio campaign, released on April 2nd, Sécurité Routière highlights the absurdity of people’s compulsive use of the telephone behind the wheel in light of the huge risks incurred.


The posters have heart-rendering messages such as: “Be sure to tell his children that you really had to answer that SMS”, “Be sure to tell his wife that you absolutely had to take that call”, “Be sure to tell his family that you positively had to read that email”.



These dramatic statements, printed over images of lifeless bodies, draw the attention of road users to the dangers of mobile phone distraction.


Title campaign: On the road, a telephone can kill
Agency la chose
CEO & Chief creative officer: Pascal Grégoire
Creative Director: Nathalie Foratier & Ibrahim Seck
Copywriter: Antoine Defaye
Art Director: Mathieu Viollet Bosson, Guillaume Ganty
Head of production: Nicolas Buisset
Producer: Melina Audoux
Account executive(s): Marina Flammier, Rodolphe Pedrono
Strategic planner: Justine Cavanie
Director of communication / PR: Barka Zerouali

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