Excessive speed and reckless driving causes car accidents. It’s a message that makes people hard of hearing.
The disastrous duo caused 1 in 3 accidents in France in 2015, and fatalities rose by 23.1%. In Australia, road deaths rose by 4.9% and recorded the highest number of road deaths since 2012. Western Australia achieved a much lower road toll, 74 deaths vs 84 in 2012.
This week, two safe driving campaigns came out. One in France and one in Western Australia. They couldn’t be more different.
303MullenLowe Perth’s campaign for the Road Safety Commission in Australia focuses on good drivers. It’s called Zero Heroes and it recognises and thanks the 800,000 Western Australian motorists who have not gained a single demerit point in the last three years.
The mechanics of the campaign were simple. Hidden cameras were planted inside test vehicles and driven by unsuspecting Zero Hero drivers. Roadside traffic signs were then used to deliver personalised messages of thanks.
Derry Simpson, 303MullenLowe managing director and head of strategy, commented, “Zero Heroes is an Australian first – focusing on drivers doing the right thing on the roads – and there is good reason to do this. Our research process unearthed a staggering 800,000+ ‘Zero Heroes’ in WA. These are people who have not received a demerit point in three years, and often much longer. This is a huge proportion of our driving population in WA doing the right thing, and we think they should be acknowledged for it. We know that social norms can play a huge role in influencing behaviour, and with 800,000 good drivers on our side, this is perhaps the most powerful tool we have to use in saving lives on our roads in WA.”
The campaign features four 30 second TV spots, targeting regional and metro drivers, a 90-second online video showing the making of, driver targeted radio ads, large format outdoor, press and digital.
Credits:
Agency: 303MullenLowe Perth
Executive creative director: Richard Berney
Head of strategy: Derry Simpson
CreativetTeam: Joe Hawkins, Tommy Medalia & Lindsay Medalia
Business director: Todd Baker
Business manager: Emma Bajrovic
Production Company: Beautiful Pictures
Director: Darren Ashton
Producer: Kate Downie
Client: Road Safety Commission
Principal Project Officer: David Slack-Smith
Campaign Project Officer: Alisia Mumby
In France, Paris agency, La Chose, has launched the third film in its campaign for Sécurité Routière, to underscore the consequences of excessive speeding. It’s timed to coincide with the school summer holidays in Europe.
In the campaign film, the consequences of trying to shave just a few minutes off travel time are the loss of a loved one, injuries and handicaps, broken lives and shattered families.
The film went to air on July 6 on television and social media, and the campaign also includes two radio spots, which feature testimonials from victims of speeding-related accidents.
It’s very hard to watch, or forget.
Credits:
Agency: La Chose
Creative director: Pascal Grégoire
Concept and copywriter: Charles Flamand
Concept and art direction: Alexandre Fort, Guillaume Ganty
TV production manager:Nicolas Buisset
Production company: Quad Group
Director: Bruno Aveillan
Assistant director: Tatum Drouilhat
Executive producer: Martin Coulais
Post Production: Fix Studio
Sound production: THE
Composers: Mirwais
