Distracted drivers are dangerous

17 May 2010

Advertiser: The Office of Road Safety WA
Creative Agency: 303Lowe (WA)

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Creative Director: Lindsay Medalia

Art Director: Richard Berney

Copywriter: Davood Tabasher

Agency Producers: Belinda Hawkins & Holly Kemp

Business Director: Donna-Maree Gavin   

TV:
Director:
Jess Bluck Production

Company: Revolver WA

Executive Producer: Matt Barber
 
Radio:  
Victim Spots: Soundbyte Studios

Sound Engineer: Brad Habib

Driver Spots: Eardrum

Sound Engineer: Ralph van Dijk   

Ringtones:
Recording Studios:
Turning Studios

Producer: Emma Hoy   

Print:
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 executions to create awareness that driver distractions are an important road safety issue, and that the everyday activities done whilst driving can divert attention from the road. 

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. 

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