Belgian charity Parents of Road Victims drew attention to dangerous driving over the holiday season by capturing the attention of those booking accommodations online.
In a campaign by Happiness Brussels, the organization listed the empty rooms of young road victims, including Stan, Theo and Sofie (below) on Booking.com. While they weren’t available to rent, the listings told the story of the victims and also poignantly explained how their parents had kept their rooms unchanged. The listings also led viewers to the campaign website, where they could view a documentary film, seen here, featuring Stan's parents talking about their deceased son.
"When parents lose a child in a road accident, they often leave their bedroom the way it was the day their child left for the last time,” commented Philippe Fass, creative director at Happiness Brussels, in a statement. “It is one of the most tangible memories parents can have. The unchanged nature of the room means they can still feel the presence of their child. Now that many people will be traveling on holiday, we are putting some of these rooms on Booking.com as a symbolic act to make the link between traveling, booking rooms and driving carefully."
The initiative follows previous work by Happiness for the charity, including a campaign last year that showed the dangers of making video calls when driving by using the familiar icons of people's initials to spell out the names of victims.