On Sunday January 5, the French road safety agency Sécurité Routière launched its new awareness campaign on television and radio. This is the first campaign signed by its new pool of agencies, chosen last August, which includes Babel + Madame Bovary + Serviceplan.

For its first advertising campaign of 2020, Sécurité Routière is launching a new campaign based on two films and radio spots, in which road users thank anonymous drivers who, by adopting the right behaviors, have saved them from a fatal accident.

The campaign concludes with a new brand tagline: "Vivre, ensemble" (Living together), which had already accompanied the alcohol campaigns at the end of last year, and which replaces "Tous responsables" (the previous tagline installed in 2008). It's a signature that invites the French to rally around a common ambition that's at once obvious, benevolent and fraternal: "Vivre" (to live) (this is the very essence of Road Safety) and "Ensemble" (together) (it's because each of us looks out for the other that we'll succeed).

The campaign, a veritable chronicle of everyday accidents that never happened, is based on two 35" films - "Léa" and "Marc", and several radio spots. While at the start of each film or radio spot a classic drama linked to road safety seems inescapable, everything ends in gratitude: that of 8-year-old Léa, who thanks Yanis for having resisted the temptation to pick up his phone, and that of Marc, who thanks Lise for having respected the speed limit on a small country road.

The first stage in the new Road Safety communications strategy, the campaign moves away from injunctions and guilt-tripping to demonstrate that, every day, everyone has the power to save a life on the road. It thus establishes the "communication-solution" strategy, which will propose a social code that is easy to implement and share, for each risk factor or at-risk public.