Distracted drivers are confronted with the danger of their bad habits in a clever Road Safety Commission campaign by 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.
The Commission’s Assistant Director of Communications & Engagement, Roger Farley said, “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.
Executive Creative Director, Marcus Tesoriero said “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.
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