ROAD SAFETY CAMPAIGN: POLICE RADIO

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Released:	September 2007
Advertiser:	WORKING AGAINST CULPABLE DRIVING
Brand name:	ROAD SAFETY CAMPAIGN
Agency:	Eardrum
Country:	AUSTRALIA
Category:	Public health & safety
Tags:	Sydney

Credits:

Advertising Agency: BELGIOVANE WILLIAMS MACKAY, AUSTRALIA, Sydney
Executive Creative Director: Rob Belgiovane
Creative Director: Luke Chess
Scriptwriter: Damian Fitzgerald
Account Supervisor: Lisa Hauptmann
Director: Ralph Van Dyke
Sound Engineer: Paul Taylor


Script in English
SFX: Music
FVO: Are you sick of home loans that tie you down? Well at Freedom Mortgages we say...

SFX: Static and interference

FVO1: Was that Cleveland Street, copy?
MVO1: Confirmed, we've got a 452.
FVO1: Deceased?
MVO1: Confirmed, stand by.
FVO1: Ambulance is on the way. Any units near Surry Hills 15 in Cleveland Street, please assist.
MVO2: Redfern 4 approaching
MVO1: Driver deceased and we've got a pedestrian deceased, copy.
FVO1: Confirmed two deceased
MVO1: Passenger needs assistance, suspected spinal injuries, copy.
FVO1: Copy that
MVO2: Redfern 4 now on scene. Ah, we got a 20-metre skid...driver way over speed limit.
FVO1: Confirmed paramedics approaching. Surrey Hills 15, remain with passenger for statement, copy.
MVO1: Can I have an ETA on that ambulance?
FVO1: Approaching now.

SFX: Static
Brief Explanation
In an effort to get drivers to think about speed, we brought the realities of a speeding crash right into people's cars. We created, and then recorded over, a fake ad to make it sound as if listeners were accidentally picking up a police radio conversation on their radio.

The deliberately unbranded spot eventually faded back into normal radio broadcasting leaving listeners convinced that they had just witnessed the consequences of a fatal car accident which was the result of reckless driving.