Texting while driving is a rapidly growing problem, especially amongst teenage and young adult drivers, despite warnings. But while many talk about the associated risks, there is little conversation about the actual impact that this epidemic has on families and communities. With this in mind, FocusDriven (an organization founded by families who have felt the devastating effects of distracted driving first-hand) tapped Team One to launch a national anti-distracted driving campaign, just in time for National Distracted Driving Awareness Month in April.
To kick off the campaign, Team One created compelling visuals of roadside candlelight memorials spelling out popular shortened text phrases and emoticons, including “OMG,” “:-)” and “LOL” – all of which represent the types of texts sent that have caused fatal accidents. The campaign includes print ads that will appear in Seventeen and Esquire’s April print issues and Car and Driver’s digital issue, all on newsstands March 15.
The campaign will continue to roll out during National Distracted Driving Awareness Month in April with social media executions on FocusDriven’s social channels, including Facebook and Twitter. FocusDriven will also encourage drivers to pledge against using their cell phones while driving by silencing, turning off or putting their phones out of sight, thus reducing the temptation to answer a ringing phone, text message or e-mail.
Agency: Team One
Chief Creative Officer: Chris Graves
Art Director: Steve Hanlon
Copywriter: Phil Henson
Photographer: Sam Comen
Producer: Rachel Crain
Agency Digital Artist: Ban Tat
Retoucher: Andrew Coleman, Gloss (for emoticon only)