Many of us think that multitasking is a skill that should be also used when driving; however, this idea is about to get changed after you see the Road Safety Trust 'Distracted Brains' campaign.
Teamed up with Clemenger BBDO of Wellington, New Zealand, the Road Safety Trust wants to alerts drivers about the dangers of driving while doing other activities such as texting, taking on the phone, eating, thinking about work, playing music, looking at the GPS, attending children, putting on makeup and chatting.
The print and tv ads consist of catchy illustrations of many events happening at once while driving, and the inability of our brains to do everything at once. They are divided in categories to target specific audiences. There is one ad for girls and women, one for men and truck drivers, and other one for the consequences of missing a red light.
The Road Safety Trust 'Distracted Brains' campaign is one fun and clever campaign, like many created by the agency BBDO. Educational ads are always the tricky ones, as it is necessary to combine the right doses of entertainment and education.
Key Themes Behind This Trend
- Multitasking While Driving
- With the rising number of distracted driving accidents, businesses can develop technological solutions that eliminate distractions while driving.
- Entertaining Educational Ads
- Businesses can leverage engaging ad campaigns to deliver important safety messages and raise awareness about unsafe behaviors and activities.
- Targeted Ad Campaigns
- Businesses can use data analysis and segmentation to develop and deliver customized safety messages to specific gender and occupation groups.
Where This Applies
- Automotive Industry
- The automotive industry can invest in and develop newer technologies such as driver monitoring systems that alert drivers when they are engaging in unsafe driving behavior.
- Marketing and Advertising Industry
- The marketing and advertising industry can collaborate with NGOs and government agencies to develop and execute effective road safety campaigns that resonate with target audiences.
- Data Science and Analytics Industry
- Data science and analytics firms can help businesses analyze and segment data to deliver customized safety messages that resonate with specific driver groups.
