Together with Ozark Henry, a famous Belgian singer-songwriter, the Belgian Road Safety Institute developed a song, with the voices of two young men - Kevin & Maxime - who both died in a car crash. The result was '21 Grams Short' a song and music video. Instead of launching a classic campaign, the song was released on all national radio stations, without any reference to the Belgian Institute for Road Safety. Two weeks later, after having a lot of airtime, the true story behind the song was revealed during a press conference.