The most successful social campaign from this winter is definitely the Embrace Life campaign from the Sussex Safer Roads Partnership (SSRP). An road safety campaign without shocking images is pointing us to a new approach in communication.
The video already got more than 1.4 million views on YouTube. A fan made a group page on Facebook. And here on Osocio the pageviews are still coming in.
I got many questions about the campaign so I decided to do a co-creation interview with the help from our fans on Facebook and Linkedin.
Thanks Nedra, Tatjana, Reuben and Bas.
The man behind the campaign is Neil Hopkins, the Communications Manager from SSRP. Neil was very helpful with answering our questions. Read it after the break.
This video, launched early December last year, is a part of the integrated drink and drive prevention campaign in Russia. The campaign is created for the Federal Authority for Road Traffic Safety of the Russian Federation with financial support of the Russian Association of Motor Insurers. The key image of the campaign is a broken bottle: Осколки / Splinters.
The message of this campaign is to show that alcohol and driving is a bad match.
We continue to believe that gentle persuasion prevailing negative stereotypes of behavior can not be reversed on perch, - said Natalia Agra, CEO of agency Zavod on Adme.ru, - I think everyone knows that drunk driving is inappropriate, however, in the country where every day 40 human lives are divided by the fault of the drunk drivers. In our new clip is no blood on the screen, but it is hard. held recently in Moscow first global ministerial conference on road safety has clearly demonstrated that only such public service ads in a position to change behavior drivers. At the conference, Minister of Transport of France emphasized that they are at home use in the promotion of traffic safety is a tough advertising. And in France there is a significant achievement in this area - for several years have almost halved the death of the French in the crash. Similar trends mentioned ministers Transportation United States and Britain.
(sorry for the bad translation)
This gorgeous video from the UK is part of a new campaign from Sussex Safer Roads Partnership (SSRP). The campaign, entitled Embrace Life, tackles the issue on the use/non-use of seat belts in a very different way. Avoiding the use of blood, gore or shock tactics, Embrace Life is provoking an emotional response in all viewers.
Neil Hopkins, Communications Manager, explains: “Embrace Life deals with the non-wearing of seatbelts by both drivers and passengers – which continues to be an issue not only in Sussex, but across the entire United Kingdom and EU, despite many years of high profile campaigning.”
“Sussex Police stop thousands of drivers every year for failing to either not restrain themselves properly, or restrain their passengers properly. In 2008, over 100 Fixed Penalty Notices were issued to drivers who failed to restrain their children properly in the vehicle – and one can only imagine the impact this would have had should those vehicles have been involved in a collision.”
No this headline isn’t a spelling mistake. And for the most of you the Romanian language is hard to read.
These two ads are from the Politia Romana, the Romanian Police.
Translation of the copy: “What if your life would depend on how fsat you can read this sentence?
If you drink, don’t drive!”
(thanks Constantin from oitzarisme for the translation)
This is the new hilarious campaign from MADD Canada (Mothers Against Drunk Driving) containing four videos. This nation-wide campaign is designed to encourage and empower the Canadian public to call 911 to report suspected impaired drivers because there are a lot of idiots out there.
Everybody recognize these talks at parties. Great work.
Holiday Films director Adam Massey: “I knew these spots were making light of a very serious issue, drinking and driving, but in a very clever way. The first time people see these spots they feel a bit uncomfortable, not knowing how to react to them, are they funny, or sick? But after a second viewing they start laughing, and they get the obvious message from these spots. I feel these spots are like old Monty Python skits, that are funny, yet twisted but most of all impressionable and very memorable.”
More about the campaign and a interview with Adam Massey at glossy inc..
“There are a lot of idiots out there. Help us keep them off the road.”
Jean Julien from iPub send me this video from the New Mexico Department of Transportation (NMDOT, USA). The video shows a reverse filmed accident caused by drunk driving.
I’ve seen that before. I found five other campaign video’s made with the same technique. See them after the break.
The NMDOT advertising campaign coincides with the SuperBlitz which runs throughout the holiday season, beginning on Friday, November 20, 2009 through January 3, 2010.
The Winter Superblitz is an important one because it overlaps with the holidays. Statistics show that alcohol is often a factor in holiday crashes; during last year’s Winter SuperBlitz, 54 people lost their lives in crashes, 19 of those involved drinking and driving.
During the Winter Superblitz the anti-drunk driving campaign will run on TV, radio and billboards.
On December 10th 1989 the first TAC (Transport Accident Commission Australia) commercial went to air. In that year the road toll was 776; by last year it had fallen to 303.
For this years Christmas campaign TAC made a five minute retrospective of the campaigns produced over the last 20 years. The montage features iconic scenes and images from commercials that have helped change they way Australians drive, all edited to the moving song Everybody Hurts by REM.
Picking up on health warning labels on cigarettes, the folk at the Copenhagenize blog have toyed with the idea of motor-vehicle warning labels.
“Many people in car-centric countries no longer regard the automobile as dangerous. Maybe they realise it, but the car is such an ingrained part of our culture that the perception of danger rarely rises to the surface of peoples consciousness.”
How would this alter the status attached to the kind of car one drives?
This 2008 road safety campaign is from Poland: “Piłeś Nie Jedź” (Drunk? Don’t drive! Start thinking).
The goal of the campaign is to limit the number of disco accidents caused by drunken youngsters who often drive their cars on their way out. It is crucial to raise the awareness of such accident’s consequences. The creation is aimed at showing how irreversible and fatal such consequences may be.
Translated copy of the the first two campaignitems:
“Get used to your new look if you intend to drive after drinking today.”
Thanks to Marcin from the great Polish Social Advertising portal KampanieSpoleczne.
This ad for the Mercedes Benz Brake Assist System (BAS) could very well double as a PSA for texting while driving.
Just in case you didn’t know it was a problem: a recent study of 21 teens in a driving simulator found that while texting or searching their MP3 music players they changed speed dramatically, wove in an out of their lanes, and, in some cases, ran over virtual pedestrians.
Shouts out to the state of Washington and New Jersey for prohibiting the practice in 2007. Thirty states followed their example; legislation is pending for many of them.
Three ads from Associação Salvador, a non-profit organisation from Portugal with a vocation towards the protection and concern for the physically disabled.
In this campaign it is about road safety:
“O álcool é mais forte do que pensas.”
“Alcohol is stronger than you think.”
Very clever campaign from DUS, Drive Up Safety, Belgium’s most important youth road safety organization.
“Old enough to drive them is too old to play with them”
The campaign will expand soon with an online part at the DUS site.
This campaign by DraftFCB Lisbon is nearly two years old but just reached my desktop. Designed for for the Portuguese advocacy group Associação de Cidadãos Auto-Mobilizados, the campaign installed crosswalks made of typography - the conventional solid white “zebra” stripes were replaced with the names of individuals killed by vehicles - and strove to raise awareness that 1/4 of the victims of automobile accidents are pedestrians.
What Davo Loves is an anti-speeding campaign for Queensland Transport, the government department responsible for road safety in the Australian state of Queensland.
The campaign is a little different from usual anti-speeding campaigns. It attempts to highlight the ramifications of speeding, even at what a driver might consider a ‘safe’ speed, by showing what every speeding driver stands to lose - all the things he loves.
The centrepiece of the campaign is a seemingly average website made by an average guy called Davo, about all the things he loves.
Silver Lion in Cannes in the category Direct.
The brief from the Latvia Road Traffic Safety Directorate was to develop a campaign against speeding and agressive driving. Not for people who are exceeding the allowed speed for some 10km/h, but those who are playing hide and seek with the police.
Another awareness campaign for the target audience won’t be succesful. Fast driving is considered to be cool among large groups of the society. Therefore organ donors certificates were issued directly to aggressive drivers during raids by the Latvian road traffic police.
Bronze Lion in Cannes in the category Media.
It is not the first time a egg is used as a metaphor for our head. The Swiss accident insurance fund (Suva) is promoting the use of bicycle helmets. This is not compulsory in Switzerland. The start of the cycling season in spring coincides with Easter. Painted eggs are exchanged at Easter in Switzerland. 200,000 real eggs were used as advertising materials for this campaign.
The Insurance Corporation of British Columbia Canada (ICBC) started a new campaign recently: It’s no fun if you’re dead.
Although the ICBC is not a 100% nonprofit organisation, I think it’s good that the businessworld take responsibilty.
I’m going to post more about this responsibilty in the future.
The used visual in this ad is Ravana, the character with ten heads, is very popular, well known and immortal character in India. It comes from the Hindu mythology epic ‘The Ramayana’. Ten heads of Ravana made him immortal. (Wikipedia)
Great opportunity for Bangalore (India) based agency Bhadra Communications to use this visual to spread awareness about the importance of wearing a helmet when riding a motor bike.
Copy: “Unfortunately, you’ve only one head. Please wear a helmet.”
The aim of this Cycle safety campaign from Transport for London is to reduce the number of cyclists that are hurt on London’s roads. The phenomenon which is known as “change blindness” is used in this video - only a tiny fraction of all the information going into your brain enters your consciousness. People often fail to see a change in their surroundings because their attention is elsewhere.
How about you? Check out this test.
Hi! We are Judith and Gertjan, a Dutch couple with an open heart and mind for the people of South Asia. In 2010 we will move with our two kids towards South Asia to work as volunteers. Judith is a nurse with a medical management qualification and will be involved in a medical training program. Gertjan is an entrepeneur and will start an education program and an IT business. Our Christian faith is an important motive for us in doing this kind of work.
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Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.
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Silver Lion in Cannes in the category Direct.
The Shrine Down the Hall
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Hi! We are Judith and Gertjan, a Dutch couple with an open heart and mind for the people of South Asia. In 2010 we will move with our two kids towards South Asia to work as volunteers. Judith is a nurse with a medical management qualification and will be involved in a medical training program. Gertjan is an entrepeneur and will start an education program and an IT business. Our Christian faith is an important motive for us in doing this kind of work.
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