That almost unavoidable accident – texting while driving in a built-up area like the Tower Hamlets. As these adverts show, that accident could happen anywhere and to anyone. The girl riding her bike by the pavement, the boy heading a ball in the middle of the road, the mother pushing a buggy.
Each protoganist (or potential casualty) is shown 23 times – a reflection of the statistic that writing or reading a text message whilst driving, increases the chances of having an accident by up to 23 times. I like how AMV BBDO have built their campaign for Tower Hamlets ‘Road Safety’ around the facts, focusing it where an accident is likely to take place – close to home, an everyday situation with local residents. The images are memorable, striking and at the same time unnerving – reflecting the dubious and unnecessary nature of texting and driving. Likewise, with no car or phone in sight, the campaign stresses the potential consequences of an action, leaving “the phone or not a phone” decision completely up to them and their one single self – the numbers speak for themselves.
The campaign won a Silver Outdoor Lion at Cannes International Festival of Creativity 2011.