Awareness Campaign

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BILLBOARD DESIGN 9 + = #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.”
Page 1 and 2: TEXTING AND DRIVING AWARENESS CAMPA
Page 3 and 4: VIDEO SCAMPS 2
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Page 7: TEXTING AND DRIVING? 8 #THAT’SF**
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Awareness Campaign

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