In 2018, 18% of deaths on WA roads were caused by distracted drivers. While recent years have seen a focus on educating people about the dangers of texting behind the wheel, there are still many other everyday behaviours that cause drivers to lose their concentration. The thought-provoking campaign created by The Brand Agency, set-outs to educate people of these lesser-known, yet equally-lethal distractions.
Says Roger Farley, assistant director of communications and engagement, Road Safety Commission: “It might only be a second or two, but if you’re changing a song on your playlist, finding your sunnies, or even doing your make-up, you’re not looking at the road ahead. We want to dispel the myth that driving distracted is a harmless behaviour.”
The campaign takes a shift from shock and awe tactics and confronts people more so with a rational message called The Distance of Distraction – dramatically demonstrating what drivers could be missing when they take their eyes off the road for just 2 seconds.
Says Marcus Tesoriero, ECD, The Brand Agency: “I’m proud of our team creating and producing such a powerful way to consider distracted driving. We want people to feel selfish for continuing with their bad habits by giving them a very real measurement of what they’re missing on the road. We want people to stop and truly consider the distance of distraction.”
The 30 second films are part of an integrated campaign across multiple channels and launched this weekend.
Client: Roger Farley, Assistant Director Communications & Engagement
Client: Alisia Mumby, Campaigns Officer
Agency: The Brand Agency, Perth
Executive Creative Director: Marcus Tesoriero
Copywriter: Lachy Banton
Art Director: Niall Stephen
Senior Strategist: Hannah Muirhead
Account Management: Brendon Lewis, Evan Murie, Stephanie Gotch-Martin
Production Company: Clockwork Films & King Street
Executive Producer: Katie Trew
Producer: Lauren Billingham
Director: Jolyon Watkins
Audio: Soundbyte Studios