Ad Nut
Sep 9, 2015

Campaign uses psychology to attack phone use by drivers

From Australia: 'It's not a good look', for Motor Accident Commission of South Australia by Cummins & Partners

Campaign uses psychology to attack phone use by drivers

This campaign seeks to change behaviour by highlighting the negative consequences of looking at your phone while driving—from dirty looks to fines to the shame of being stopped by the police. It also strives to make the point that phone peeking is totally obvious—you can't get away with it.

Ad Nut finds it interesting that the potential to cause deadly accidents is not mentioned at all. Perhaps that's not a sufficient motivator because people can easily tell themselves it won't happen to them, whereas the threats highlighted here are more immediate and tangible.

Ad Nut also notes that the fellow in the first video is not even in motion when he looks at his phone, but still gets the full flashing-lights treatment from the officer who spots him. And $375 is a hefty fine. Good on ya for such tough laws, South Australia!  






Agency: Cummins&Partners South Australia
Creative Director: Jason Hollamby
Art Director: Chay O’Rourke
Art Director: Joel van der Knaap
Copywriter: Nick Milde
Strategy: Adam Ferrier, Katherine Paphitis
Account Team: Maddy Lehmann, Bronwen Gwynn-Jones
Client Team: Michael Cornish, Richard Blackwell, Julia George
Photography/Finished Art: Paul Munzberg
Illustrator: John Draper
Producer: Vicki Niehus
Production Company: Nylon Films
Director: Nick Matthews
Direct of Photography: Jonathan Rossiter ACS
Composer/Sound Engineer: Scott Illingworth, Pete Best
Sound Production: Best FX


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