Road Safety Commission tackles distracted drivers in new campaign via The Brand Agency
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
9 Comments
I’m sorry, but I laughed when they said 31 fruit stands.
I give this 8 fridges out of a possible 23 VHS copies of Waterworld.
Won’t someone please think of the fruit stands.
Not just another text driving ad. Pram spot is best.
I haven’t seen this done before, which is rare for a road safety campaign. Well done. It made me think. Job done.
A campaign that puts things in perspective for a new generation of idiots on the road.
There have been so many campaigns to hit this topic and it just seems that it is making n0 difference.
Drivers still look at their mobile every chance they can. (go on admit it)
I think that this subject needs it’s Grim Reaper moment.
Something so unexpected and shocking that we actually look up from the screen and never look back.
These are beautifully crafted – mesmerising SFX, simple executions, great sound design. The prams is pretty chilling, but agree, the “fruit stands” could have been less distracting / slightly weird with ‘cyclists’ or ‘school kids’ or even plain old simple ‘cars’ used instead.
But yeah, injecting the mathematics is a fresh approach. Great talent too. Nice job.
Having grown up in regional WA, we used to get our tomatoes from stands like that.
On point. Adding in the info graphic (pram equivalent) will hopefully drive home the message. It’ll be interesting to see the road safety metrics 6-months after this has been released to see if it’s had a positive impact.