Helping curb distracted driving.
NATIONAL HIGHWAY TRAFFIC SAFETY ADMINISTRATION | THE AD COUNCIL
Auto accidents and fatalities have trended sharply upward since smartphones started riding shotgun. To combat this trend, we produced an outdoor campaign that is appearing along the nation’s highways, leveraging unique behavioral insights from our research.
“This isn’t an awareness issue,” said Strategist Kevin Smith. “Everyone knows that texting and driving is dangerous. But we go against our better judgement for those we’re closest to. The irony — and the opportunity we found— is that these are the last people who’d want us taking such risks, especially on their behalf.”
“Most often, it’s our nearest and dearest that we break the rules for,” said Creative Director Michael Powelson. “So the power lies in tying our message to the context of these relationships. We’re provoking a moment of self-confrontation by begging the question “what would your loved one think of this?”
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