1/ D’Ieteren, the leading Belgian car distributor (Audi, VW, etc), was launching a new ‘private taxi transport’ service, HUSK. A saturated market difficult to penetrate. Especially with a start-up budget. Briefing was how HUSK could earn the public's attention, rather than buying it? 2/ There are not a lot of special needs children’s schools in Belgium, and not a lot of special need children’s school busses. So, the few busses in place need to drive for long hours to pick up all children and bring them to school. 3/ Due to underfunding from the government, more than 5000 special needs children spend up to 8 (!) hours in a bus, each day. No, really: up to 4 hours in a bus… single ride… special needs children… A national disgrace. To quote Belgiums leading newspaper: “what we do to those special needs children is inhumane” So, to put pressure on the government D’Ieteren & HUSK Presented: Reduce the Ride. An initiative to get special needs children to school faster. Awaiting a structural solution from the government, HUSK voluntarily made its entire fleet of private minibuses and vans, and its innovative app and planning technology, available to the worst affected special needs children schools. Reducing the average time for a single ride from 2h58 to 36 minutes only! To put a face to the issue we turned 2 special needs children’s story into an emotional documentary - showing the effects of ‘ride times’, and the reduction of it, on the children’s wellbeing - and send it to the press. That’s all it took to get the entire national press to cover the issue and shame the government into action. A problem plaguing Belgium for years, was solved by HUSK in weeks, by proving the effectiveness of smaller fleets and proper mobility planning.