Responsible Young Drivers (RYD) Promo, Case study THE IMPOSSIBLE TEXT & DRIVE TEST by Publicis Brussels

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THE IMPOSSIBLE TEXT & DRIVE TEST

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Belgium
Agency Publicis Brussels
Director Dagmar Duportail
Creative Director Alain Janssens
Art Director Sophie Norman, Geert De Rocker
Copywriter Tom Berth, Paul Servaes, Eric Piette
Client Service Director Nadia Dafir
Producer Hans Buyse
Released April 2012

Credits & Description

Category: Charity and Not for Profit
Advertiser: RESPONSIBLE YOUNG DRIVERS
Product/Service: NGO
Agency: PUBLICIS BRUSSELS
Executive Creative Director: Paul Servaes (Publicis Brussels)
Creative Director: Alain Janssens (Publicis Brussels)
Associate Creative Director: Tom Berth/Geert De Rocker (Publicis Brussels)
Copywriter: Tom Berth/Eric Piette/Paul Servaes (Publicis Brussels)
Art Director: Geert De Rocker/Sophie Norman (Publicis Brussels)
Account Manager: Nathalie Tavernier (Publicis Brussels)
Account Executive: Antoine De Menten (Publicis Brussels)
Planner: Tom Theys/Annemie Goegebuer/Henk Ghesquière (Publicis Brussels)
Traffic: Marleen Hemeleers (Publicis Brussels)
Client Service Director: Nadia Dafir (Publicis Brussels)
Producer: Hans Buyse (Poetry In Motion)
Director: Dagmar Duportail (Poetry In Motion)
Media placement: Webvideo - Youtube, RYD.be - 24/04/2012
Media placement: TV spot - Club RTL - 24/04/2012
Summary of the Campaign
Every year thousands of young people die behind the wheel due to texting. How do you convince youngsters not to text while driving? Oblige them to text while driving! We told them they would have to pass the mobile phone test behind the wheel before obtaining their driver’s license.
Everything was filmed and sent to politicians, journalists and other influencers with one question: wouldn’t it be a good idea to implement this texting & driving test in a real law? And the video was used by Responsible Young Drivers as an impactful illustration during a series of presentations in schools.
The Situation
Every year thousands of young people die behind the wheel due to texting. According to the UN the mobile phone annually even claims 1.2 million traffic victims. It is especially hard to convince the younger generations to switch off while driving. It is their habit, sometimes even addiction, to always be connected.
The Goal
Awareness. The campaign’s objective was to make young people aware of the dangers of texting while driving. Since it is an organization of young people, we needed to position RYD as an acceptable spokesperson, one of them. The PR goal was get the youngsters’ attention through a language that speaks to them.
The Strategy
How do you convince young people not to text while driving? Youngsters don’t like to be told what they should or shouldn’t. Therefore we decided to do the opposite: oblige them to text while driving. Young aspirant drivers were told they would have to pass the mobile phone test behind the wheel before obtaining their driver’s license.
Execution
We set up a fake driving test that pushed people to text while driving. The test was filmed with candid camera. This video was the basis for a series of presentations in schools and driving schools across the country. Next to this it was put on YouTube to spread more rapidly, and sent to politicians, journalists and other influencers asking if it wouldn’t be a good idea to implement the texting & driving test by a real law.
Documented Results
When RYD shows the video to kids in schools, it proved to be very effective. It speaks the language of our audience. There are no crashes in the video. No blood. Instead we let people realize the danger by themselves, and to experience it themselves. RYD receives phone calls and e-mails from schools and driving schools from across Europe, countries in Africa, Canada, Australia, and China. All asking for copies of the educational video. Some driving schools are considering to integrate the mobile phone test in the driving course.
Since the campaign has only kicked-off the 28th of April it’s hard to deliver car-crash statistics at this moment. But after two weeks, the YouTube video had been watched 1.3 million times. This doesn’t include the views on hundreds of blogs who reposted the video themselves. We were picked up by national TV (Belgium) and international TV (France, Canada, UK, US…). Several news sites (BBC, TF1, RTL, Daily Mail…) and major blogs (Mashable, Buzzfeed, Break.com…) reported about us. Just google “the impossible texting & driving test” to get an idea of the huge coverage. The first week we we’re ranked 3rd in the FR viral video chart of most shared videos. With 8.605 shares we’re now still ranked 12th in the last 30 days.