Challenge: The competition brief was to conceptualise, design and deliver a road safety campaign to encourage young men to drive safely. 

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Idea: My research showed that 1 in 3 people admit to using their phones whilst driving and that many young men make excuses as why they ‘need’ to. 

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Therefore, my campaign is based on the premise that 1 second, 1 glance, 1 reply is all it takes to have an ‘accident’. The reply is the reality of what is happening.

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I decided to use text messaging as a way to entice people to read the ads as people are naturally nosy and it is still the most popular form of communication in young men.