“It happens fast”x
“It happens fast”
Ontario Ministry of Transportation
Government / Public Service
Show that distracted driving is dangerous. Taking your eyes off the road for even two seconds increases crash risk by 24 times.
Strategy and Media Used:
The government agency decided to show the serious consequences of distracted driving consequence by using a TV spot, theatre and online ads. Social ads ran in the summer on Spotify and radio ads reached drivers in their cars.
A post campaign survey showed an 8% lift in those who believe distracted driving is a concern, and 7% increase in those not using a phone while driving. Searches for “distracted driving” and “phone while driving” spiked 380% and 2,900% respectively