The campaign "Mortel Scooter" aimed to raise awareness among teenage boys about the risks of scooter riding. It did this through an anonymous website featuring graphic videos of scooter accidents and testimonials from victims. The website attracted over 100,000 unique visitors in 10 days and 3 million video views. It generated debate on forums and was widely covered by traditional and online media. The campaign creator believes it effectively addressed teenagers by letting them speak for themselves without a patronizing tone.

1. CAMPAIGN MORTEL SCOOTER

2. Half the teenagers killed on the road die on scooters, despite the low number of users. Most are boys Considering that 2 teenagers die every week on motorised two-wheeled vehicles and 110 are seriously wounded, how can we raise their awareness regarding risks on scooters? THE NEED

3. Don’t waste time arguing Responding to teenagers’ justifications for their behaviour doesn’t work Shake the foundations of risk-taking: teenagers’ feeling of invulnerability THE STRATEGY

4. How? By showing the consequences of risk-taking, without being patronising THE STRATEGY

5. THE Approach: no conventional prevention discourse Posture: no patronising; start a debate without concern for lobbies, in full knowledge of the nature of the content Creative approach: use teenagers’ fascination regarding pictures of accidents to attract them INNOVATION

6. A website called “mortel scooter” - all videos - the keystone of the campaign THE MEANS

7. THE WEBSITE

8. Taken from the Internet, in line with those watched by the target group, and bearing a “universal” lesson VIDEOS OF ACCIDENTS Testimonials of young victims and young professionals especially produced for the website Teenagers can send their “home videos” (screened by a moderator) VIDEOS OF TESTIMONIALS

9. To draw traffic to the website Mots clés THE BANNERS

10. Four testimonials of victims Space buying Partnership ON THE RADIO

11. RESULTS

12. T Almost 100,000 unique visitors in 10 days 500,000 visitors by 5 December 2008 3 million videos seen RAFFIC

13. THE A debate on more than 50 forums with up to 80 posts per forum ONLINE REACTIONS “ Web, videos, people like you who are deep in it. It means something to me. ” “ It’s enough to cool your head ” “ Shit there’s some real hardcore videos ” “ Personally these hardcore campaigns turn me off Evil or Very Mad because it doesn’t change anything... ” “ I can’t watch it shakes me up too much, that’s all - It takes several layers for it to start taking ”

14. 198 pieces by mid-December In 3 days: Mentioned 80 times on TV & radio Mentioned 50 times in the daily press Dozens of links in the online media THE COVERAGE

15. THE TV-RADIO COVERAGE

16. THE PRINTED PRESS

17. THE PRINTED PRESS

18. THE ONLINE PRESS

19. THE With Mortel scooter, we addressed the key target: teenage boys who drive motorised two-wheeled vehicles and take risks. By letting kids speak for themselves, we avoided two frequent issues with this type of campaign: a patronising tone of voice (that gets rejected) and an institutional attitude (that puts kids off). By publishing the website anonymously at first, we generated a significant buzz. INSTIGATOR’S FEEDBACK

20. CAMPAIGN MORTEL SCOOTER