| Think! |
Social + Experience + Print
THINK! is responsible for all road safety campaigns all over the UK.
Thought/Research: Young men cause 2x more accidents and 85% - 90% of the accidents are caused by distractions such as cell phones. In our research we found that men use their phones while driving for 3 reasons: 1. They’re addicted to social media/tech 2. They multi-task while driving or 3. They are thrill-seekers and do not fear the consequences.
Idea/Strategy: Create a campaign for each driver's usage reason and make the ads more specific and impactful
The Thrill-Seeker Campaign: Create a VR experience where he feels the effects of a car accident caused by his phone
The Social Addict Campaign: Show him how blurred his vision is when he uses his phone while driving
The Multi-Tasker Campaign: Give him incentives to download Romex - an app that disables your phone while driving
AD: Alessandra Divizia