Getting Teens to Pay Attention

Advertising Age - MediaWorks - Getting Teens to Pay Attention

The aim of the Teen Road Safety campaign was to get teenagers to pay more attention when they were on or near the road. The problem was telling them in a way that didn't come across as simply more adult grief.

The insight that drove the campaign was the issue of friends. If death was too heavy a concept to consider, how about the impact on your circle of friends?

A 30-second ad was created by real teenagers and shot on their medium of choice, the mobile phone. It showed a group of friends larking around by the road before one of them walks into the road without looking and pays a terrible price.

The ad was then distributed via an unbranded website -- notlooking.co.uk -- as well as via mobiles to seed the message prior to its official launch. A week later it was unveiled as a government message in a cinema ad in key movies.
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