TOUCH by Saatchi & Saatchi Sydney for Pedestrian Council Of Australia

TOUCH

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Industry Traffic safety
Media Promo & PR, Case study
Market Australia
Agency Saatchi & Saatchi Sydney
Executive Creative Director Steve Back, Deputy Creative Director
Art Director Nils Eberhardt
Copywriter Steve May
Photographer Andreas Bommert
Released October 2010

Credits & Description

Category: Best Use of Screens
Advertiser: PEDESTRIAN COUNCIL OF AUSTRALIA
Product/Service: ROAD SAFETY AWARENESS
Agency: SAATCHI & SAATCHI
Date of First Appearance: Oct 8 2010
Entrant Company: SAATCHI & SAATCHI, Sydney, AUSTRALIA
Executive Creative Director: Steve Back (Saatchi & Saatchi)
Copywriter: Steve May (Saatchi & Saatchi)
Art Director: Nils Eberhardt (Saatchi & Saatchi)
Photographer: Andreas Bommert
Retoucher: Mark Sterne (Saatchi & Saatchi)
Media placement: Adshell Poster - Sydney - 8/10/2010
Media placement: Posters In Pubs - Sydney - 8/10/2010

Insights, Strategy & the Idea
Objective: Stop people taking drugs and driving.
Target: Australian drivers are aware that The Pedestrian Council exists to help make roads safer for drivers and pedestrians, which is why the target audience is simply anyone who drives a car.
Insight: Jail separates you from everything you know and love. It’s a powerful truth and real consequence if you kill someone while driving under the influence of drugs.
Relevance: To client, because recent data has just revealed that on average 1 in 45 Australian drivers now test positive to drugs, so it was an ideal time to communicate the dangers of driving drugged. To the audience, because most drivers only consider drink driving an offence.

Creative Execution
Creative strategic solution:
We gave people a taste of how prison life separates them from the outside world. We created a physically interactive television commercial by turning television screens into prison glass. Viewers were asked to touch their televisions as if they were visiting a loved one in prison who had been convicted of hitting and killing someone while driving drugged. The television commercial was launched on a popular morning television program then shown nationally on free-to-air and pay television.

Results and Effectiveness
As a result, drivers realised that driving drugged was actually a criminal offence and very dangerous.
It achieved the Pedestrian Council’s goals of educating the masses that driving drugged is just as serious an offence as driving drunk.
As for the results, it’s very early days, but with continued national airing, hopefully the number of drugged driving offences will continue to drop.