Whitecliffe project : Don’t text and drive aimed at 18-25 years in Auckland, billboard and magazine advert.
Tested at exhibition with all age groups (none of which were friends) at the round about age group of my demographic ; which was to make people aware of the dangers of texting and driving,( Auckland NZ, people who own cars, have cellphones and are avid users , male and female.)
The value was : Mortality.
Putting others on the road at risk of people sheer stupidity (those who chose to text while driving)
The tone of this campaign:
In your face
wake up call.