It’s OK if you glance at your phone or reach into your glove box for just two seconds, right?
The Brand Agency’s new campaign for the West Australia Road Safety Commission gives you a first-hand experience of exactly how un-OK it is. A two-second distraction at 60kph means you travel blind the length of twenty-seven prams. Watch a pram and baby fly over your car because you were distracted for two seconds and you are likely to remember that statistic.
Road Safety Commission assistant director of communications and engagement, Roger Farley, explained, “It might only be a second or two, but if you’re changing a song on your playlist, finding your sunnies, or even doing your make-up, you’re not looking at the road ahead. We want to dispel the myth that driving distracted is a harmless behaviour.”
In 2018, 18% of deaths on WA roads were caused by distracted drivers. In recent years, texting behind the wheel has been the focus of safe driving campaigns but there are still many other everyday behaviours that cause drivers to lose their concentration. Too many people are oblivious to them or ambivalent about their dangers.
Road Safety Commission assistant director of communications and engagement, Roger Farley said: “It might only be a second or two, but if you’re changing a song on your playlist, finding your sunnies, or even doing your make-up, you’re not looking at the road ahead. We want to dispel the myth that driving distracted is a harmless behaviour.”
While the visual message of the campaign, The Distance of Distraction, is strong, its aim is to present a rational message, dramatically demonstrating what drivers could be missing when they take their eyes off the road for just two seconds.
Marcus Tesoriero, executive creative director at The Brand Agency stated, “I’m proud of our team creating and producing such a powerful way to consider distracted driving. We want people to feel selfish for continuing with their bad habits by giving them a very real measurement of what they’re missing on the road. We want people to stop and truly consider the distance of distraction.”
The two 30-second films are part of a campaign across several channels.
Agency: The Brand Agency Perth
Executive Creative Director: Marcus Tesoriero
Copywriter: Lachy Banton
Art Director: Niall Stephen
Senior Strategist: Hannah Muirhead
Account Management: Brendon Lewis, Evan Murie & Stephanie Gotch-Martin
Production Companies: Clockwork Films & King Street
Director: Jolyon Watkins
Executive Producer: Katie Trew
Producer: Lauren Billingham
Audio: Soundbyte Studios
Client: Road Safety Commission WA
Assistant Director Communications & Engagement: Roger Farley
Campaigns Officer: Alisia Mumby