303 have created a new campaign, launching this week for Office of Road Safety.
The campaign is a shift in direction for Road Safety messages and is based on a number of new insights:
- Shock, gore & emotional manipulation are increasingly less effective, as audiences are de-sensitised
- The way we drive is a symptom of the way we live. Too fast*
- Life is better when we slow down
The result is Enjoy the Ride. A campaign that acknowledges the frantic world we live in and takes a holistic approach to reducing speed. Culturally the campaign couldn’t have come at a better time. The ‘Slow Movement’ is gaining traction across the developed world.
The campaign suggests that we take a look at not only how fast we drive, but also how fast we live. When we slow them down they both become more rewarding and less stressful. We should treat our vehicles as a sanctuary from speed and enjoy the ride.
“We don’t want this to feel like an ad campaign, we wanted to help create a movement - in WA and even across the world, where people recognise that life is better enjoyed at a more natural pace, where we don’t feel the need to rush, both on and off the road”. Derry Simpson, Planning Director. 303
The message was launched via a 3-minute launch TV commercial, road-blocking commercial free-to-air TV. This will be followed by two 30-second TVCs, a dedicated lifestyle website featuring editorial and consumer content, radio, outdoor, community posters and a coffee-table book targeting opinion-leaders.
Carl Honore, the bestselling author of ‘In Praise of Slowness’ will officially launch the program. He’ll be supported by a team of industry leaders who will promote the benefits of slow in various aspects of life.
*70% of people with hectic lifestyles admit to speeding.
Only 40% of people with relaxed lifestyles admit to speeding.
Synovate Research 2010