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Leuven, October 7, 2019 – ‘Maat op straat’ (Street Buddies), the annual traffic safety campaign first launched by Kunstmaan | Accenture Interactive for the Antwerp police in 2017, is now set for its third edition. The main objective – ‘to make as many street buddies as possible’ – remains unchanged. To make this ambition come true, actors from the television show ‘De Buurtpolitie’ will challenge Antwerp’s students with three challenges.
Flashback to December 2018: 28,282 incredibly enthusiastic students from 108 primary schools were able to convince 90,000 adults to promise to be their ‘‘Maat op straat’ (Street Buddy): they got their parents, uncles and aunts, nephews and nieces, or friends and acquaintances to commit to behave with courtesy on the roads. The concept and the related creative campaign was not only highly appealing to these young ambassadors; it also charmed the jury of the Best of Content Awards: In May 2019 Kunstmaan | Accenture Interactive received a BOCA for ‘Maat op straat’.
Starting 7 October, Antwerp’s youngest citizens will once take to the streets to encourage anyone who crosses their path to be polite – and anyone who encounters them will never experience traffic the same way again. Participating schools will again receive a shipment of fluorescent yellow gloves. Additionally, actors from ‘De Buurtpolitie’ will provide the students with challenges via which they will swiftly be able to create even more ‘Maten op straat’ (Street Buddies) than last year. They will need to gather as many signatures as possible in their Matenboekje (Buddy-Book), learn the Maten-Move (Buddy-Move) (a dance to thank their new friends for their polite behavior), and transform as many streets as possible to a veritable ‘Maat op straat’-straat (Street Buddy-street).
Kunstmaan | Accenture Interactive also looks forward to the new edition. “‘Maat op Straat’ isn’t only relevant for children; it also has a genuine impact on making traffic safer for everyone,” says Roeland Gielen, Managing Director Kunstmaan | Accenture Interactive. “As an Experience agency, we leverage our capabilities to genuinely transform the world and to improve lives; ‘Maat op Straat’ is a textbook example of how we go about reaching that objective.”