Effies
Australia
RACQ Distracted Drivers
Agency
Che Proximity Brisbane, UM Brisbane
Client
RACQ
Awards
Bronze
Positive Change
Silver
Best Smaller State Campaign
Summary
Phone addiction whilst driving is a real problem. And Queenslanders love their mobile phones, they love them to death. In Queensland, it’s estimated that 1 in 4 crashes are the result of driver distraction. [Source: CARRS-Q , 2018.] RACQ took on the challenge of changing this addictive behaviour, which has risen to epidemic levels, in order to save lives. It set out to have people modify their behaviour to reduce accidents and fatalities. First 6 months saw the use of the ‘Do Not Disturb’ function on mobile phones increase by 133% and fatalities decrease by 59%.
Credits
| Katie Peacock | Author/Strategy Director | |
| Erin Core | Strategy Planner | |
| Christie Luxton | Assoc Creative Director | |
| Cristian Staal | Managing Partner – Creative | |
| Emilie Almond | Account Director | |
| Christine Gannon | Managing Partner | |
| Nelson Demartini | Strategy Director | UM |
| Sam Willmer | Senior Client Director | UM |
| Renee Davidson | General Manager – Marketing & Member | RACQ |
| Kyra Dunstan | Head of Brand and Product Marketing | RACQ |
| Tamara Browning | Senior Marketing Specialist | RACQ |
| Glenn Price | Marketing Project Lead | RACQ |
Category Sponsors
Ad Standards
