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:

Authority 

Thought provoking 

aware 

In your face 

eye catching 

wake up call.