Beforehand, the crash statistics in Tasmania had shown an alarming spike in serious injuries and deaths amongst two specific demographics - younger people and also rural drivers. Here’s what we created.
Our insight We knew that both these key audience groups were by nature and definition, risk-takers, and impervious to authoritative messages saying, ‘Don’t do (something)’. The first subgroup need to take risks as a ‘right of passage’. And the second subgroup have been ‘bush bashing since they were kids’. Quality independent research also revealed there was very little engagement with previous road safety campaigns.
Prior to being awarded the Road Safety account, we wrote of our strategy; “Road safety has become a ‘secondary thing’; we assume nothing is going to go wrong. We want to shake this assumption loose and plant deeply a seed of doubt that can spread into every road-user’s daily life”.
How did things change?
Created as a one minute music video, ‘You Blew It’ was so popular that radio stations received calls inquiring whether the song in the commercial was available to the public. The song was written and produced by SmithAssociates and the video filmed, directed and produced by SmithAssociates.