The ask

This message had to get through. Using a mobile phone whilst driving adds a hugely dangerous distraction that all too often results in tragic consequences for drivers, passengers and pedestrians. The Department for Transport asked us to develop a message – in conjunction with their national THINK! Road Safety campaign – that would stop drivers in their tracks and make them consider the consequences of a seemingly inconsequential act.

The task

To break through, we needed to make an impact. So we based our campaign on the headline ‘Dying to take the call?’, supported by a powerful image showing the consequences of using a mobile phone whilst driving. We developed the concept, including art direction and copywriting, supervised the photography and produced the launch materials. For the main image, we created a crash site by collecting broken indicator and windscreen glass from a local garage, hosing down the road, and even smashing up our account manager’s mobile phone to complete the look.

The proof

The campaign had a huge impact with all stakeholders, and has been taken up by numerous central, county and local government organisations, such as the Highways Agency and Surrey Police. A simple google of the headline will show just how adaptable our campaign has proven. Great line. Great image. Great call.