According to Australia’s Road Safety Commission, in 2018, 18% of deaths on WA roads were caused by distracted drivers. In reaction to this, they have launched a series of campaign spots created by The Brand Agency that aim to educate people of “lesser-known, yet equally-lethal distractions.”
“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,” said Roger Farley, assistant director of communications and engagement, Road Safety Commission. “We want to dispel the myth that driving distracted is a harmless behavior.”
The Brand Agency campaign wanted to get away from “shock and awe tactics and confronts people more so with a rational message”. The Distance of Distraction illustrates what drivers could be missing when they take their eyes off the road for just 2 seconds.
“I’m proud of our team creating and producing such a powerful way to consider distracted driving,” said Marcus Tesoriero, ECD, The Brand Agency. “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.”
Credits
Client: Roger Farley, Assistant Director Communications & Engagement
Client: Alisia Mumby, Campaigns Officer
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 Company: Clockwork Films & King Street
Executive Producer: Katie Trew
Producer: Lauren Billingham
Director: Jolyon Watkins
Audio: Soundbyte Studios
