Get Your Hand Off It – a public awareness campaign with a naughty twist
THE BRIEF – Increase road safety awareness amongst a hard to reach audience
When looking at ways to communicate road safety to its audience NSW government was faced with three key barriers. Firstly, drivers in New South Wales are notoriously difficult to communicate road safety messages to. Secondly, according to research, the audience tended to switch off when presented with traumatising messaging. Thirdly, and perhaps most importantly, they didn’t see using their mobile phones whilst driving as being a problem.
With these obstacles it was essential that we approached our communications with an attention-grabbing message and different tone-of-voice that the audience wouldn’t associate with normal road safety announcements.
OUR IDEA – Get You Hand Off It
Texting whilst driving is a recipe for disaster. Averting your eyes from the road for even a second increases the risk of accident and, as such, it was vital that we created something both impactful and informative. Tasked with engaging our audience in a way that would inspire their otherwise distracted attention we looked at what we knew about them.
By using our insight we knew that our audience was comprised of people who were passionate about music. Using this we developed our idea: to produce a series of comedic videos that spoofed three key genres while delivering the all-important message.
By using one central musician we kept a strong continuity between the videos. In producing songs laced with innuendo in hip hop, country and rock styles we created highly shareable content that also delivered key information that the audience would otherwise ignore. In making the central character appear reckless in a playful way we were able to demonstrate the fateful consequences of using a phone while driving.
THE RESULT – Yet to be released
This is a new campaign with results due in May 2014. Watch this space.