The Department for Transport’s road safety campaign, THINK!, is switching its focus to the growing problem of drug driving with the first campaign from FCB London since the agency was appointed in April this year.
The campaign and its slogan “Don’t put drugs in the driving seat” aim to convey the hazards of drug driving and the broader risks of putting drugs in the driving seat of your life.
The activity is going live ahead of the festive season, a time of year when drug-driving increases, and specifically targets young men aged 17 to 29, who are more likely to be at risk of being killed or seriously injured in drug-driving collisions.
Featuring an online and social film, the campaign shows how one decision can have devastating consequences for your life.
It begins in the car, with a young man in the driver’s seat. The seat transforms into a seat of consequences: the aftermath of the car crash, a medical examination in the police station, a courtroom dock as he is sentenced, alone in his prison cell. The rotating camera technique puts the driving seat at the centre of the action. One seat, one bad decision, many consequences.
The scale of consequences, from arrest to criminal conviction is shown in OOH billboard executions through a split screen approach, with the seat of consequences the focal point. An audio campaign shows how the consequences of drug driving ladder up, one after another.
Digital audio breaks on this week while the film follows next week on social media channels Instagram, Snapchat and Reddit, and on YouTube, online video and OOH sites.
Local Transport Minister Lilian Greenwood said: “Drug driving destroys lives. To tackle this crucial issue, we are reminding drivers of the dangers and the devastating consequences that come from getting behind the wheel under the influence of drugs. This innovative campaign sends a clear message: don’t put drugs in the driving seat.”
FCB London managing partner Emily Whiteaway added: “We identified a worrying misconception: many young men believe that drugs pose no risk to their driving ability. Our new campaign aims to dispel that myth and highlights the devastating consequences. As we head into the festive period, it’s more important than ever to raise awareness of these dangers.”
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