Responsible Young Drivers: Memorial Tickets

1 in 5 drink concertgoers drinks 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 organization dedicated to road safety awareness, wanted to point out the dangers of drinking and driving to concertgoers through Memorial Tickets campaign

To point out to young people the dangers of drinking and driving after a night out, De Vloer and Responsible Young Drivers sold the first Memorial Ticket on Ticketswap for Bloc Partyin Forest National. For a remarkably low price, 22 euros. The age of the original ticket owner Maarten when he died in traffic. Along with a catchy appeal to potential buyers. To never get drunk behind the wheel.

The Memorial Ticket was sent out within two hours. But Maarten’s story and the message behind it were eagerly shared on social media and in the press for days. Maarten’s ticket was the first in a whole series. Responsible Young Drivers will be selling Memorial Tickets in the future so that young people never forget the consequences of driving under the influence.

Credits
Client: Responsible Young Drivers
Campaign: Memorial Tickets
Advertising Agency: De Vloer, Belgium
Creative Director: Johan Roelandt, Koen Van Deun
Account Director: Aline Huls
Art Director: Ivo Mertens
Copywriter: Matthias De Smet