RAC are keeping their eyes on the road with their new campaign and they are encouraging Western Australia drivers to do the same and not look at their phones.
RAC and J Walter Thompson Perth have launched a new campaign urging Western Australia to ‘Look up’
This aims to raise the awareness that phones can be a danger to people as they drive.
The campaign is a development on influencer Gary Turks original film ‘Look up’ but from the perspective of a driver, which to this day has over 400 million views globally. Due to his influence on this adaptation he was approached to feature in the film.
The campaign follows drivers as they partake in the dangerous act of driving and looking at phones and the harm that the habit can have. It is accompanied with spoken word recited with words that reiterate the danger of texting and driving.
The number of deaths on the road in 2017 for WA showed that distraction doubled, and majority of drivers say they did look at their phone while driving and nine out of ten know that it can be extremely dangerous.
RAC advocacy and members executive general manager Patrick Walker said: “Driving is fast becoming one of the leading causes of deaths and serious injuries on our roads and as technology evolves so too does the level of distraction in our cars”
Through Gary’s social clout and involvement, which includes appearing in the film, PR and radio executions, the campaign taps into the influencer’s global audience to help amplify the message beyond WA.
The campaign will roll out over the coming months on TV.
