AD COUNCIL: DO NOT TEXT AND DRIVE
How do you communicate the dangers of texting and driving to a teenage audience who believes they’re good at multitasking in the car and are un-phased by scare-tactic messages. You create a campaign that engages with teens the way they engage with each other. Using the visual language of YouTube videos, we grabbed teens interest with humorous texting scenarios and then delivered a twist, hitting them hard with the consequences of texting and driving.
The campaign message never preached to teens, but rather delivered the facts in a compelling and high-impact way.
