Creative Director: Lindsay Medalia
Art Director: Richard Berney
Copywriter: Davood Tabasher
Agency Producers: Belinda Hawkins & Holly Kemp
Business Director: Donna-Maree Gavin
Director: Jess Bluck Production
Company: Revolver WA
Executive Producer: Matt Barber
Victim Spots: Soundbyte Studios
Sound Engineer: Brad Habib
Driver Spots: Eardrum
Sound Engineer: Ralph van Dijk
Recording Studios: Turning Studios
Producer: Emma Hoy
Photographer: Allan Myles
The Office of Road Safety WA has for the first time addressed driver distraction in its “distracted drivers are dangerous” campaign, which forms part of the wider road safety strategy “Towards Zero”.
The campaign, created by 303, uses TV, radio, outdoor and online in an attempt to create awareness that the everyday activities done whilst driving can divert attention from the road.
The 30 second TVC features drivers of varying ages in different driving situations, each one faced with in-car distractions and the consequences for taking their focus off the road.
There are two 30 second radio executions each from a driver and victim point of view, and three versions of ads that touch on three different types of distractions.
The outdoor executions will feature on Regional WA Outdoor Billboards and Metro bus backs.
An online game was also developed to reach young drivers. It demonstrates that not paying full attention whilst driving can hit “creatures” on the road and when one does, an important distraction message is played.
Downloadable “distraction ring tones” have also been released on the Office of Road Saftey WA website.