Police Citizens Youth Clubs (PCYC) and advertising agency ZOO Sydney have produced a thought provoking campaign that questions our driving habits.
In the next 24 hours 4,800 Australians will be involved in a car crash – 550 people will be injured and four will die. It’s an eye-opening statistic and one that PCYC is attempting to reduce with the help of ZOO Advertising.
Simon Cubbin, ZOO Sydney’s managing director, said: “Research shows that many drivers are numb to the impact of traditional shock and gore messaging. Yet, the fact is that these tragic daily accidents are almost always avoidable, and we want to find a way to get people to think differently.”
The campaign commenced with a radio release in October and will soon be followed by a social media and print campaign in 2015.
The radio ads encouraged learner drivers to enroll in the PCYC Safer Drivers Course and promoted a broader message of driver safety and safe driving habits.
The radio medium gave PCYC the perfect opportunity to communicate with a large proportion of drivers while they were driving. Drivers were questioned about their driving habits in real time; questions like “Where are your hands now?” and “How close are you to the car ahead?”
PCYC NSW general manager of marketing, communications and events, Mr Phillip Ross, said the “PCYC Safer Drivers Course radio adverts produced a 30% increase in web site traffic in the first few weeks of the campaign launch. Whilst it’s early days, we are thrilled with the impact the campaign is having already and know that our efforts make a difference. ZOO has been committed to our cause. They have been personal and professional, and have become an important ally in our efforts to develop a safer driving community. The ZOO team seemed to understand our audience and stakeholders, and this is part of the reason the campaign is resonating so well. This issue is just too important to ignore, and we are thrilled with the campaign’s success so far.”
Creative Concept: Alana Eddy, Ben Kochan
Copywriter: Ben Kochan
Art Director: Alana Eddy
Creative Director: Mark Lees
Account Service: Sean Cookson
Producer: Rene Shalala
Research: Maxine Martinez
Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]
Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]
Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]
Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]
NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]
Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]