Ad Campaign - Don't Text And Drive

1. My challenge consists of trying to highlight the issue of texting while driving and to relate it to any who may partake in this dangerous activity and emphasis the risk they pose to themselves and as well as to others. 

2. My target audience would be all drivers and potential drivers with an emphasis on young people.

3. The audience recognizes the problem and stands behind the movement/campaign bust most still partake in the activity with a “it won’t happen to me” type of attitude.

4. I would like the target to feel as if if could happen to them if they aren’t careful and responsible. I want the target to think about possible consequences they could endure and to take the issue serious because the same person on the other side of the road could take their life just by getting easily distracted with a text message that could wait.

5. Some piece of facts and evidence that could change the way the target thinks could be stories of personal tragedies due to texting and driving and also the statistics of how many people get hurt and or killed from these types of incidents.

6. The brand’s essence consists of a need for public safety.

7. The key emotion that will build a relationship with the core audience would have to be sympathy and a need to be responsible because one driver could take their lives and many others with them over a text message.

8. The media that would help facilitate the goal would be commercials, PSAs, and even social media which partake in a huge aspect of the target audience, using sites such as Facebook and Twitter.

9. The most critical elements would include the message which is most importantly and trying to emphasis the importance of the message.

10. The most important message of this campaign would to help preserve life and don’t text and drive.

11. I want the audience to understand the dangers, prevent the danger from happening by not texting and driving, be able to understand that if could happen to anyone and that no one is immune from such travesty.  

My first concept would consist of the driver’s front view of the road being spammed with text messages the more they text and drive. The most important that would pop up would be the message asking if a text was important enough to take your eyes off the road. One tag line would be “It can always wait, right?”. The headline would be the address to a website that supports the movement to keep eyes off our phones and onto the road. I got the inspiration for the concept from AOL spam from the 90s where you would click on a link and ten more windows open slowly losing sight of what you were originally doing. I also was inspired by the Claro “Don’t Text And Drive” campaign. My second concept would be a photo of a cemetery with the message in which the person was killed for sending. I was inspired by the grim repercussions of what texting and driving could do to someone whose innocent and guilty. I was thinking of possible a tag line such as “You can’t text when you’re buried”.