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NGO Responsible Young Drivers and Renault Belux: The Safety Cake


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Do we care more about food than about our friends while driving? A survey shows that 87% of Belgian drivers carrying food on the passenger seat drive more carefully. An phenomenon that is interesting to look at. That's what NGO Responsible Young Drivers and Renault Belux have done, whose collaboration has made possible to create the "Safety Cake". A cake specially designed to confront motorists with their behaviour and encourage them to drive more carefully. An awareness campaign, created by Mortierbrigade, Brussels, that aims to approach road safety in a different way and aims to change drivers' behaviour by addressing them with a positive message. #TreatYourFriendsLikeACake Would you treat a cake better than you would your friends? That's the question we wanted to ask motorists with this campaign. Because research shows that when Belgian motorists have food on the passenger seat 87% of them drives with extra care. For this reason mortierbrigade came up with the Safety Cake. A beautiful and fragile piece of pastry that has an immediate impact on the motorists' driving behavior
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