Discouraging speeding and other driving transgressions is difficult, so these MAC advertisements approach the issue from the angle of embarrassment. Threatening signs, billboards and posters tend to have less success, so the Clemenger BBDO advertising agency of Adelaide gives motorists a different perspective of the consequences of unfavorable actions.
The campaign focuses on one way in which the loss of your driver's license can effect your daily activities as they pertain to your familial, occupational and social life. The first print pictures a tradesman toting his paint cans and ladder to site on a mule, the second is a mad mom unable to ferry her kids across town and the last of the Motor Accident Commission of South Australia (MAC) advertisements captures an unfortunate adolescent chauffeuring his date to a dance on the back of his bicycle.
Undesirable Conveyance Campaigns
These MAC Advertisements Encourage Careful Driving
Trend Themes
1. Embarrassment-driven Advertising - Using embarrassment as a motivator in advertising campaigns can effectively discourage undesirable behavior.
2. Consequences of Driving Transgressions - Highlighting the negative effects of driving transgressions on daily activities can raise awareness and promote safer driving habits.
3. Alternative Transportation Solutions - Promoting alternative modes of transportation can be an opportunity for innovation and reducing reliance on traditional vehicles.
Industry Implications
1. Advertising - The advertising industry can leverage embarrassment-driven campaigns to create more impactful messages and drive behavior change.
2. Automotive - The automotive industry can explore innovative solutions to promote safer driving habits and develop alternative transportation options.
3. Transportation - The transportation industry can capitalize on the opportunity to provide alternative transportation solutions that are convenient, efficient, and promote responsible driving.