“It happens fast”

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Title

“It happens fast”

Advertiser:

Ontario Ministry of Transportation

Year:

2016

Source:

Cassies Award

Product Category:

Government / Public Service

OOH Format:

Theatres

Country:

Canada

Objective:

Show that distracted driving is dangerous. Taking your eyes off the road for even two seconds increases crash risk by 24 times.

Target Group:

Young drivers

Strategy and Media Used:

The government agency decided to show the serious consequences of distracted driving consequence by using a TV spot, theatre and online ads. Social ads ran in the summer on Spotify and radio ads reached drivers in their cars.

Results:

A post campaign survey showed an 8% lift in those who believe distracted driving is a concern, and 7% increase in those not using a phone while driving. Searches for “distracted driving” and “phone while driving” spiked 380% and 2,900% respectively