How do you make people think it matters that they don’t use their phone while driving? Currently, they think that that phone call or text matters more.
Young people, the worst offenders, think that “it won’t happen to them,” – “it” being their own injury or death.
French agency, La Chose, may have solved that problem for road safety organisation, Sécurité Routière. Try not letting this message stab you in the heart.
Behind the campaign is an urgency. Telephone conversations while driving are responsible for one bodily injury in 10. Telephone use behind the wheel multiplies the risk of an accident by 300%. A person using his phone while driving registers between 30 and 50% less road information. Reading a message behind the wheel entails averting one’s eyes from the road for 5 seconds. At 50 km/h, 5 seconds corresponds to a distance of 70 metres. Reading a message while driving multiplies the risk of an accident by at least 23 times. The world;s obsession with their phones has become a killer on the roads.
Agency: La Chose
Chief creative Officer: Pascal Grégoire
Creative Directors: Nathalie Foratier & Ibrahim Seck
Copywriter: Antoine Defaye
Art Directors: Mathieu Viollet Bosson & Guillaume Ganty
Head of Production: Nicolas Buisset
Producer: Melina Audoux
Account Management: Marina Flammier & Rodolphe Pedrono
Strategic Olanner: Justine Cavanie
Director of communication & PR: Barka Zerouali
Client: Sécurité Routière
Client Team: Laurence Derrien, Laurence Dudal & Laetitia Moch