Advertising campaign "British Troops are twice as likely to die on the road as civvies"
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British Troops: Autobahn
Stills from video click to enlarge
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| Released: | July 2008 |
| Advertiser: | British Army  |
| Agency: | Golley Slater |
| Country: | United Kingdom |
| Category: |
Public awareness messages
|
| Awards: |
Cannes Lions 2009 Film Gold
|
| Tags: |
Cannes Lions 2009
|
Credits:
Due to the increased risks that British Troops take whilst on operations, they find it difficult adjusting to the risk thresholds of normal civilian life, particularly when on the road where they drive faster and more recklessly. In fact they are twice as likely to die on the road as civilians. Consequently, the British Army commissioned Golley Slater to create a campaign in an effort to alter the behaviour of British troops when they return home from active service.
Tagline: Drive carefully. You're tough, but you're not invicible
Advertiser: The British Army
Agency: Golley Slater
Creative: David Abott, Phil Hickes, Paul Williams
Production Company: Academy Films