Every month there is a new campaign coming out to teach people how dangerous it is to text and drive. Despite the number of efforts around the world, unfortunately the topic is always hot. Let’s see if this approach made in Belgium can start making the difference. Students taking the exam to get their driving license have been challenged to text and drive in order to pass the test. A candid camera shows us the results of the challenge. Read more…
In Serbia, Beck’s beer has launched a mobile app as an extension of their “When I drink, I don’t drive” campaign. It’s a super simple sobriety test: prove you are sober by inserting a key into a moving keyhole (you need to keep the key in for 25 seconds). If you cannot make it, then the application will automatically call a taxi that will come to pick you up and drive you home.
Over the last few months we have seen quite a few iPhone apps that using GPS and augmented reality try to take over the city landscape and tell stories on what happened in specific locations. AR to play games, AR to discover locations & movie scenes etc… This idea, named The Death Revealer, coming from Russia might strike you like a punch in your stomach. And that’s good. That’s its goal. Read more…
I love this print campaign by Top Gear that promotes road safety using a social media friendly approach. For once I feel that even if it doesn’t use shocking images it still speaks a language that connects with anybody from 16 to 45 (at least).
From France, an excellent campaign for road safety dedicated to scooter drivers. The copy in this ad actually makes the difference. It’s quite a challenge for me to translate French into English, but I’ll give it a try… You pass just with the orange light. You drive just a little too fast. You drive just a little too close. You are just a little bit dead. On a motorcycle, you can’t forget just a little bit the rules. Respect the rules.
via Gregory’s blog.
It’s an interesting exercise to observe the different approach to the online communication in a road safety campaign. The first, strong example, comes from Canada, where they have launched the 50000victimes.com website. The second example is Spanish, and it’s called “Me importa un huevo” (which literally translates into “I don’t give a damn” – thanks Daniel!). 50000victimes.com focuses on a very strong and impactful approach, using a dramatic video to immediately get people’s attention. The site is presented like a sort of news site, with potentially a lot content. Me importa un huevo, on the contrary, uses a more subtle and personal approach, asking the user to begin their visit on the site by entering the name of a friend or relative who is younger than 25 years old. Then the path continues with a sort of rudimental advergame, where the users try to stop eggs moving on a chainbelt. The objective is to avoid the eggs (lives) to be destroyed by hitting the ground. The last egg has the name you submitted.
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