Allianz and Melty launch road safety campaign on Snapchat

“Let your snaps disappear, not your loved ones.” That is the catch line used by the Allianz insurance company supported by the Melty media group to boost awareness among young drivers of the risk of drink-driving. This unprecedented campaign aims to drive home the message of “five ways to hide the car keys of a loved one who has drunk too much”, on a social network that has more than 8 million active daily users in France. Allianz wants to use Snapchat to get across a safety message to young drivers in the form of humorous 10-second snaps, from a magician throwing dice to Poké Balls.

In France, according to the Barometer survey of responsible driving published by the VINCI Autoroutes Foundation, two-thirds of drivers quote driving under the influence of alcohol or drugs as the main cause of road fatalities. And yet the French only decide not to get behind the wheel after drinking 2.5 drinks, that is above the authorised limit of two standard drinks.

More information:

• La Réclame – Et si les 18-34 ans étaient sensibilisés à la prévention routière sur Snapchat ? (And what if 18 to 34-year-olds were made aware of road safety using Snapchat?) (in French only)
• VINCI Autoroutes Foundation – 7th Barometer survey of responsible driving (in French only)