New road safety campaign asks WHY
19 October 2008
Creative Territory has worked with Territory-based creative and production houses to deliver a powerful new road safety campaign for TIO.
TIO has continued its support of road safety education with launch of the WHY campaign for road safety.
The first of a series of three advertisements in phase one concentrates on drink driving. The next two TVCs and associated print advertising will focus on speeding and seat belts, with particular emphasis on teenage and Indigenous audiences.
TIO began the campaign in October as part of its commitment to road safety as the manager of the Motor Accident Compensation Scheme.
The powerful campaign concentrates on the impacts of road deaths of families, friends, workmates and other individuals.
The campaign deliberately avoids talking about statistics to keep the focus on individuals rather than statistics.
The theme for the campaign “WHY.” delivers a powerful message, mainly because in many cases there are no answers to the question for those left behind.
Credits
- Strategic direction, Creative Territory
- Creative direction, Sprout
- TV production, Cutting Edge
- Photography, Resident Creative
- Radio production, Territory Broadcasters
