BOYS by AMV BBDO London for Tower Hamlets

BOYS

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Industry Public awareness
Media Print, Magazine & Newspaper
Agency AMV BBDO London
Executive Creative Director Paul Brazier
Art Director Ant Nelson
Copywriter Mike Sutherland
Photographer Trevor Ray Hart
Typographer James Townsend
Released December 2009

Awards

Eurobest 2011
Print Public Health & Safety Silver Campaign
Outdoor Public Service, Charity & Fundraising Bronze Campaign

Credits & Description

Category: Public Health & Safety
Advertiser: TOWER HAMLETS
Product/Service: TEXTING WHILST DRIVING
Agency: ABBOTT MEAD VICKERS BBDO
Type Of Ad: Newspaper
Date of First Appearance: Nov 1 2010
Entrant Company: ABBOTT MEAD VICKERS BBDO, London, UNITED KINGDOM
Executive Creative Director: Paul Brazier
Copywriter: Mike Sutherland
Art Director: Ant Nelson
Typographer: James Townsend
Art Buyer: Simon Pedersen
Photographer: Trevor Ray Hart
PLANNER: MARTIN BEVERLEY (AMVBBDO)

English Translation of Main Headlines
The Brief

To coincide with a road safety initiative in the borough of Tower Hamlets, the brief was to help raise awareness of the dangers of texting while driving.


The Solution

A recent study showed that writing or reading a text message while driving increases the chances of having an accident by up to 23 times.
To illustrate the statistic at the core of the idea, each protagonist is seen 23 times, highlighting the risk that when a driver texts behind the wheel, an accident is almost unavoidable.


Location

All three executions appeared in local press, on 48 sheet poster sites and on bus backs.