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AMV BBDO Urges You to THINK! About Road Safety in New Campaign

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The campaign encourages driver safety with the tagline 'Make the glove compartment the phone compartment'

AMV BBDO Urges You to THINK! About Road Safety in New Campaign

As of today, 1st March 2017, the legislation for holding and using a mobile phone while driving is changing. Using a phone while driving carries double penalties now – 6 points on a person’s driving licence and a £200 fine. THINK! is aiming to make people aware of the change by introducing “Make the glove compartment, the phone compartment” – an outdoor, experiential, radio, social and in car merchandise campaign. 

Phone use is addictive; it is a hard habit to break. So rather than simply telling people not to use their phone while they’re driving, AMV BBDO and THINK! decided to help them stop doing it.

The campaign suggests that people put their phones in the glove compartment of their car at the start of each journey. Out of sight, out of mind.

Using OOH and radio to announce the legislation, and enforce a genuine change in behaviour. In-car merchandise will also be distributed by a number of partners to ensure that the phone compartment becomes an integral part of the automotive future. 

“Make the glove compartment, the phone compartment” will run nationally for a month. 

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Creative Agency

Art Director: Sonny Adorjan

Copywriter: Tim Riley

Creative Agency: AMV BBDO

Photographer: Ben Stockley

Planners: Tom White, Alaina Crystal, Emma Stafford

Producer: Holly Pienaar

Media Agency

Media Agency: Carat

Genres: People

Categories: Safety, Corporate, Social and PSAs

AMV BBDO, Wed, 01 Mar 2017 09:27:08 GMT