Young drivers are one of the most vulnerable groups on the road. Although drivers aged 17-25 years represent just 16 per cent of road users, they account for 33 per cent of all speeding fatalities.
The Notes advertising campaign is a cinema and magazine campaign specifically targeting drivers aged 17-25 years.
The Notes campaign aims to:
- Increase awareness of speeding as a significant killer of young drivers.
- Make young drivers stop and think about their risk taking behaviour.
- Encourage young drivers to modify their speeding habits and slow down.
Magazine
A series of five advertisements have been developed each depicting a personal note in a variety of situations – on a fridge, on a desk, a text message on a mobile phone, an email message and a note on a table. Each note focuses on a ‘rush’ situation that can lead to speeding. The addition of a person’s name and the date of their birth and death clearly shows the connection between the behaviour and the consequences.
The tag line says ‘Last year 211 people were killed in speeding crashes on NSW roads. Slow down’.
Cinema
The cinema commercial shows the five different scenarios accompanied by a ‘mood’ music track. The camera shows a close up of the note and then the person’s name and birth and death dates fade up on the screen.
A super at the end of the commercial reiterates the magazine tag line ‘Last year, 211 people were killed in speeding crashes on NSW roads. Slow down’.
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