South Australia Police's ‘Stop flirting with death’ via NATION

24 May 2024

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Featuring the Grim Reaper.

South Australia Police's ‘Stop flirting with death’ campaign highlights the extreme consequences of mobile phone distractions on the road, but with a humorous twist.

Despite increased commentary around the issue of phone use while driving, research indicates that a significant number of drivers continue to engage in this risky behaviour every day.

It was clear that a new way to approach the problem was required, one that entertains as well as educates.

The campaign, created by NATION Creative, lures viewers in by presenting a physical manifestation of death and an engaging story, then dramatically turns the tables by revealing what might await drivers who do the wrong thing.

SA Police manager media road safety unit Richard Blackwell said with mobile phones now an undeniable part of human connection and with functions well beyond a phone call or text, the potential crash risk is not going away.

"Cutting through and resonating with an addicted audience was going to be challenging and the humour and execution delivered by NATION on this campaign will be exciting to watch unfold.”

NATION creative director Nick Brz said simply showing the consequences of using a phone while driving just isn’t enough anymore.

"That’s why I loved this idea from the very beginning. It has the right amount of cliché twisted in an interesting way, which is relevant to the behaviour we are trying to change," he said.

"With a memorable character and a strong familiarity to the action, this campaign leaves you with an eerie feeling that you just can’t shake.”

NATION head of copy Katheryn Korczak said there aren’t many briefs that ask for humour when it comes to very serious subject matter.

"That’s why this piece of work makes me feel grateful for every individual who supported our vision and helped bring Grim to life," she said.

The campaign appears across TV, radio, outdoor, digital and social.



Client: South Australia Police

Manager, Media Road Safety: Richard Blackwell

Senior Digital Communications Officer: Elke Brintrup Krueger

Digital Marketing Officer: Laura Perry


Agency: NATION Creative

CEO: Greg Knagge

Creative Director: Nick Brz

Head of Copy: Katheryn Korczak

Project Director: Greg Faull

Agency Producers: Judi Oehme and Rachael Gates

Production Company: Proetic

Director: David Ockenden

Producer: Erica Ockenden

DOP: Michael Tessari

Stills Photographer: Richard Lyons

Stills Assistant: Mike Annesse

Offline Editor: Michael Houlahan

Grade: Mark McKenna

Audio Production: Justin Astbury

Music: Justin Pounsett

Casting Director: Angela Heesom

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