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Category
User-Generated Campaign
Annual ID
OS_PO18156M
About the Work
30% of road deaths are due to driver fatigue. The Transport Accident Commission in Australia recommends stopping every two hours, but most drivers don't. We created a new reason to pull over, by showing drivers they were passing something worth photographing. We identified heavily travelled and high-risk routes, then searched social media channels for images taken nearby. These became billboards which were placed on location, encouraging drivers to stop somewhere they wouldn't have before. Stops could be added to Google Maps, and user-generated photos became more breakpoints. The campaign contributed to an 83% reduction in fatalities in the identified areas.
2018 Awards
Total Points: 2
Merit
Credits
Agency
Clemenger BBDO / Melbourne
Chief Creative Officer
James McGrath
Creative Technologist
Sylvain Simao
Designer
Adam Hengstberger
Executive Creative Director
Stephen de Wolf
Social Media Manager
Brie Stewart
Nicchia Gray
Lizzy Garland
Agency Producer
Cynthia Bons
Maryne Muroni
Creative Team
Giles Watson
Joe Sibley
Sonali Bhattacharya
Technical Producer
Christian Russel
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