A new road safety campaign is encouraging young drivers to think of their passengers as cake, after a survey revealed that a majority of Belgians drive more cautiously when carrying food.
Created by Responsible Young Drivers (RYD), a European road safety organisation founded in Belgium, the new campaign was launched on social media on Friday under the hashtag #TreatYourFriendsLikeACake.
The hashtag was created after a 2019 survey by polling centre iVOX showed that 87% of Belgian respondents said they drove more carefully when they were transporting food.
“Don’t you find it crazy that we care more for our food than for our loved ones?” a message on the website of the campaign, launched jointly with carmaker Renault, reads.
— Renault BeLux (@RenaultBeluxFr) August 30, 2019
Using images of spinning pastries to convey its “recipe for safe driving,” the campaign, named The Safety Cake, encourages drivers to slow down when making a turn and to remember to check their speed.
Laura Gonzales Schena, the group’s coordinator in Wallonia and Brussels, said the campaign aims to encourage safe driving in a positive and original tone.
“We do not want to moralize or point a finger,” she stated in a press release, adding: “We hope to remind the motorist that a passenger is just as fragile as a cake.”
The Brussels Times