Road safety ads: Inside the lines or pushing the limit?

Daisy Doctor
By Daisy Doctor | 10 October 2017

This is a free excerpt from AdNews print magazine September edition. You can download a digital version of AdNews and subscribe to the premium print edition here. 

From light−hearted ghost stories to the most sinister aftermath of a crash, road safety advertising is a mixed bag. While few road safety creative spots have generated as much buzz and attention as TAC’s Meet Graham, we take a look at what else is out there and if it’s worked.

Annalise Brown, Hidden Characters founder and MD; Annie Price J. Walter Thompson creative director and Carmela Soares, Isobar creative director, all weigh in on these five ads from New Zealand Transport Association, Transport Accident Commission,Road Circulation Security Delegation (France) and Transport NSW.

Annalise Brown: "With road safety campaigns, it is really important to hit home the impact of what an accident could really mean in someone’s life. However, the work really needs to nail the right tension between emotion and authentic human insight."

Annie Price: "This is a very tough category, if not the toughest. Having worked on the TAC for eight years at Grey, I know the complacency of the audience, with a widespread ‘it’ll never happen to me’ mind state."

Carmela Soares: "Tough brief road safety. Hard to avoid being preachy, hard to avoid scare tactics, hard to be constructive and insightful. But when it succeeds, it produces amazing work. A few great pieces of work in the list below."

To read the full article download a digital version or subscribe to the premium print edition here.
Creative Choice Sept 2017


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