Awareness Campaign

TEXTING AND DRIVING AWARENESS
CAMPAIGN
#THATSFUCKEDUP
KOKETSO BUTHELEZI
IMAAN ABRAHAMS
WADE LUBBE
GARETH BROWN
JAC DE VILLIERS

INTRODUCTION
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In attemps to create an road awareness /safety campaign for
the Loeries Awards we have focused on the issue of texting
and driving by creating a slogan “#THATSFUCKEDUP”. We’ve
decided to head in this route because we feel as though previous
road awareness campaigns have not been as affective
and needs a change with something more striking and relateable.

VIDEO SCAMPS
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STICKER DESIGN
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SCAMPS

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FINAL STICKER DESIGNS
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TEXTING AND DRIVING?
#THAT’SF**KEDUP

TEXTING AND DRIVING?
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#THAT’SF**KEDUP

BILLBOARD DESIGN
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+ =
#THAT’SF**KEDUP
#THAT’SF**KEDUP

RATIONALE 10
For this brief we were given the task to create a campaign that would possibly be entered into the Loerie awards.
It was suggested that for our campaigns we should latch on to a brand that would support our campaigns; but we had decided
to go with an integrated campaign that would stand as its own brand as well.
The campaign we went with was creating an awareness for the texting while driving problem issue taking place all over the
world.
Our approach to this was straying away from the conventional and literal. Based on what we as the public see and know about
the vast majority of texting while driving campaigns and advertisements; we are often confronted with the issue using the
shock factor. This meaning that most of these campaigns use gruesome simulations of what could or would happen in a texting
while driving situation; which is meant to scare the viewer into preventing themselves from texting while driving because of
what could happen.
The problem we found with this is that the “scare tactic” has not been proven effective as many people, if the advertisement
was a skip ad, would skip through the advertisement; because not many people enjoy watching those kind of graphically scarring
videos.
Our campaign was made to differ from the gruesome, shocking or scaring. We have decided to go for a more relatable approach
introducing humour to our advertisements; thus the idea for the “That’s Fucked Up” campaign.
The “That’s Fucked Up” campaign is a series of videos that feature people who live life to the full; people who live life outrageously
and on the edge, people who do not set boundaries for themselves. We have a party animal and an extreme BMX
biker who we interview and gather footage of doing what they do best. In our interview with them we ask them about all of the
crazy and outlandish things they have done and gather the footage of them doing these things; once they have explained the
crazy things they do we ask them if they have or ever will text while driving; they then respond by saying, “That’s fucked up.”

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The fact that these people are willing to all these life threatening and dangerous things, but will not text and drive is where the
humour comes in. This would give people a completely different mindset about the campaign. In this way they will be able to
relate to the videos and campaign without that scare factor making it memorable.
We also had stickers and billboards designed to support our campaign. The stickers will be handed out on the streets, at stop
lights and malls; as well as pasted on random surfaces which many people come into contact with daily.
Our billboards are kept simple, the only text that appears on our billboards are the words “That’s F**ked UP”, which makes
our billboards easy to read and understand. The billboard and stickers are a series of suggestive images and signs that make
it clear for the viewer to understand the message we are trying to bring across.
The main colour used in our stickers and billboards is Orange, the orange is a light bright colour that would pop off of any
background; orange is also used in many different signs as a sign of warning, which perfectly fits in with our theme. We felt
that a read would be too aggressive as we are trying to bring the message across in a lighter, more humourous way.
The font we chose to use is Helvetica, because it is the most commonly used in billboards and advertising all over. The font is
easy to read and also allows those viewing it to identify with the typography.
The reason we made use of icons in our designs is because we live in a digital age people identify more with emojis and
icons; so therefore seeing the icons and signs that one sees on their phone will immediately cause a relation in the viewer’s
mind.

END
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