This Monday (5/11) marked the first day of deconfinement in France, meaning that vehicles of all kinds, including cars, bikes, scooters and motorbikes, are able to hit the road again. This new campaign–created by the group of agencies Babel, Madame Bovary and Serviceplan for French government Road Safety organization Sécurité Routière–invites French road users to continue with the behaviors of prudence and solidarity that they have so successfully adopted in the past two months during nationwide lockdown due to the coronavirus.
Road users will have to relearn how to share the road, find their reflexes, and some will have to discover a new mode of movement. At the wheel, you will have to detach yourself from your cell phone, which has become essential in the past two months. It will also be necessary, despite the joy of reunion, to be careful not to forget speed limits, vigilance and sobriety. To remind the general public of the urgent need to respect traffic rules, the group of agencies Babel + Madame Bovary + Serviceplan has designed and produced a campaign–called “Reclaim the Road Carefully”–that will be rolled out on television, digital and radio. Running across the campaign is a common message: “During confinement, your compliance with the instructions saved lives; continue on the road”.
Titled “Speed of deconfinement,” this film was created using stock footage and shows the low to no miles per hour generated by stay-at-home activities. The need for speed thus can now be satisfied on the open road but viewers are urged to be prudent, cautious and responsible behind the wheel.
