Cummins&Partners South Australia has launched a new Mobile Distraction campaign developed for the Motor Accident Commission (MAC) of South Australia.
The ‘It’s not a good look’ campaign targets drivers who are distracted by their mobile phones while driving by highlighting a variety of negative consequences.
MAC general manager of road safety and strategic communications, Michael Cornish, said the new campaign shows just how exposed all drivers are whenever they look down at their mobile in the car.
“With any behaviour change program – establishing the best way to deliver the message and educate the community is a challenge,” said Cornish.
“Throughout this campaign we are clearly showing people that it’s not ok to look down at their phones – that it is in fact anti-social and dangerous behaviour.
“We are really pleased with this campaign and believe it will result in genuine behavioural change.”
Cummins&Partners creative director, Jason Hollamby says the simple act of looking down at a mobile has become a strong mnemonic for tuning out.
“For onlookers it’s very obvious phone behaviour, and for drivers it’s almost impossible for them to hide what they’re doing,” said Hollamby.
“It’s in these moments that drivers are most vulnerable to being judged by others or being caught by the police because they’re so unaware of what’s going on around them.”
Over the coming months the campaign will come to life across multiple channels including TV, social and cinema.
The TV commercials highlight that it’s impossible to look down at your phone without others noticing you while the cinema pieces show a social experiment that reinforces this message.
Agency: Cummins&Partners South Australia
Creative Director: Jason Hollamby
Art Director: Chay O’Rourke
Art Director: Joel van der Knaap
Copywriter: Nick Milde
Strategy: Adam Ferrier, Katherine Paphitis
Account Team: Maddy Lehmann, Bronwen Gwynn-Jones
Client Team: Michael Cornish, Richard Blackwell, Julia George
Photography/Finished Art: Paul Munzberg
Illustrator: John Draper
Producer: Vicki Niehus
Production Company: Nylon Films
Director: Nick Matthews
Direct of Photography: Jonathan Rossiter ACS
Composer/Sound Engineer: Scott Illingworth, Pete Best
Sound Production: Best FX