A new educational initiative in Australia sees Transport For New South Wales team up with the Sydney Swans to urge younger drivers to forgo mobile distractions and keeps their hands off their phones when behind the wheel.
The regional transport organisation and the Australian rules football club link up on a campaign highlighting the risks posed by the younger generation’s ‘always on’ approach to social media.
Targeting younger drivers, the initiative (developed in harness with sport and entertainment agency Gemba) is spearheaded by a new spot called ‘get Your Hands Off’ starring Swans players Kieren Jack, Sam Reid, Callum Sinclair and Heath Grundy
Promoted in early August primarily across digital and social platforms – including both the clubs channels and those belonging to Transport NSW – including YouTube
The campaign is also being amplified across other social platforms such as Twitter and through PR and media partnerships.
.@sydneyswans players @kjack_15, @Sreid20, @calsinclair18 & Heath Grundy support phone distraction campaign. https://t.co/sTz37iaGFA pic.twitter.com/gdS4TxdyJd
— 7 News Sydney (@7NewsSydney) August 8, 2017
A recent national study shows more than 75% of provisional licence holders in Australia self-reported the use of their mobile phone while driving and last year a record 38,894 infringements were issued for illegal mobile phone use in NSW.
According to Australia’s roads, maritime and freight minister Melinda Pavey, mobile phone distraction is a growing road safety challenge: particularly amongst young drivers who are less experienced when it comes to anticipating/identifying safe driving attention requirements.
“It’s important to point out that at 60km/h, if you look at your phone while driving for just two seconds, you travel 33 metres blind,’ comments Pavey.
“The consequences of using a mobile phone while driving are devastating and sadly it’s not just killing and injuring those who are illegally using their phones but putting innocent people at risk of lifelong injuries and death,” continues Pavey.
“The Sydney Swans, who are ambassadors in the sporting community, have helped highlight this road safety problem and we thank the players involved for their support,” she adds.
According to the campaign PR release, the back story to this video actually came from within the Sydney Swans camp itself.
At the campaign launch, Kieren Jack said behind all the selfies and pretty filters is an important road safety message.
“The stories from people in the community, including some of our fans prove that this is an issue that needs to be spoken about,” he explains.
“Far too many people are being killed and seriously injured on our roads from mobile phone distraction and people need to think about the heartache this causes to other road users and the people around you – it’s just not worth it.”
The campaign was developed for client Transport NSW by a Gemba team that included executive creative director Boyd Hicklin, art director Parisa Rezaei-Abyaneh, graphic designer Felix Jong, agency producer Jonno Durrant, account manager Zoe Hartas, plus head of client services Clare Stewart-Hunter and agency director and head of marketing Andrew Condon.
The production was by NB Content, the executive producer was Tanya Stankovic, the DoP Cesar Salmeron, the editor was Dane Scotcher, while the spot was helmed by Oliver Waghorn.
The sound was designed by Jason Murphy of GAS Inc and the stills were shot by Adam Amin.
Links:
Transport For NSW
https://www.youtube.com/user/TransportForNSW
https://www.facebook.com/TransportForNSW/
https://twitter.com/transportfornsw
https://www.instagram.com/transportfornsw/
Sydney Swans
http://www.sydneyswans.com.au/
https://twitter.com/sydneyswans
https://www.facebook.com/sydneyswans
https://www.instagram.com/sydneyswans/
https://www.youtube.com/user/sydneyswansofficial
Gemba
