“Our goal is to get their attention, and to ultimately save lives, and the way to do that was to come up with a campaign that spoke to them and generated conversation,” Alberta Transportation’s Donna Babchishin told the CBC of her campaign’s 25- to 34-year-old male target audience. She has a point. A little naughty double-entendre goes a long way with the bros.
My favourite part of this campaign, however, is the web site it directs to, youarethecure.ca. It uses funky parallax scrolling effects to demonstrate all the road hazards you could miss in the five seconds you spend looking down at your lap while texting and driving. The site keeps it light, managing to put a guy in a gorilla suit and a kitty in with the cyclist, pedestrian and other motorist.
The campaign site acknowledges that texting is not the only dangerous distraction. It also includes:
- Using hand-held cell phones
- Using electronic devices like laptop computers, video games, cameras, video entertainment displays, and programming portable audio players (e.g. MP3 players)
- Entering information on GPS units
- Reading printed materials in the vehicle
- Writing, printing or sketching
- Personal grooming
Although I have to admit, “personal grooming” combined with the crotch concept made me giggle a little.
Perhaps I haven’t grown out of this demographic after all.