adam&eveDDB, Goodstuff and Bauer Media have partnered to launch a new radio show and driver safety campaign aimed at teen drivers for the AA Charitable Trust, which takes a radical new approach to curbing rural road crashes.
The story is told in a one-off radio show called Caitlin’s Hour and will air on Kerrang! Radio and the Hits Radio Network. Trailed as ‘a late night show to remember’, listeners who tune in will discover a 60-minute show that is a moving account of the last hour of Caitlin’s life, along with stories from her friends and family, including her mother Sharron. It is hosted by Matt Crabb (Hits Radio Network) and Jon Mahon (Kerrang! Radio) and will be supported with OOH executions which will go live as the show airs, and which will also include sheets near the crash site itself.
Rather than trying to scare younger drivers or blame them for being irresponsible, it aims to change behaviours by highlighting the real reasons for the higher rate of deaths compared to their older counterparts, which are a lack of experience combined with challenging driving conditions.
At the heart of the campaign is the true story of Caitlin Huddleston, an 18-year-old who died on a country road in Cumbria in a crash which also took the life of her best friend, Skye Mitchell, who was driving that night.
The documentary style show celebrates the life of Caitlin as we get to know her by hearing from her mother and friends. We hear about her final moments before leaving her home, the tragic moment the car collided with a van, and the impact it has had on those who miss her, as we create awareness to young drivers about the dangers of rural roads.
The aim is to get new drivers to avoid going out on rural roads alone until they have more experience. It also challenges the idea that learning finishes once the driving test is passed, and suggests that there should be lessons on all types of road, at night time as well as in the day, and in different weather conditions.
This professional campaign titled 'Caitlin’s Hour' was published in United Kingdom in June, 2021. It was created for the brand: AA Charitable Trust, by ad agency: DDB. This Integrated medium campaign is related to the Public Interest, NGO industry and contains 4 media assets. It was submitted almost 2 years ago.
Advertising Agency: adam&eveDDB, UK
Group Executive Creative Director: Ben Tollett
Chief Creative Officer: Richard Brim
Copywriter: Sian Kitchener
Art director: Jacob Grandt
Agency producers: Cara Swindell, Petrina Kilby, Stephen Mead, Adaeze Ndakoji, Michael McCarthy
Planners: Matt Walters, Claire Strickett
Project Manager: Hanna Dowty
Joint CEO: Tammy Einav, Mat Goff
Managing Director: Paul Billingsley
Business Director: Victoria Ellis
Account Director: Charlie Simpson
Account Manager: Megan Hill
Legal: Trine Odin
Design: King Henry
Designer: Carl Warren
Retouch: Dave Callow, Tony Hutton
Media agency: Goodstuff
Managing Partner: Sam Drake
Business Director: Izzy Rhys-Davies
Group Audio Director: Sam Austin