Guardian Mates uses the power of influence and respect between mates to help drivers tackle the temptation to pick up their mobile while driving. The work coincides with the introduction of stricter laws in Great Britain making virtually any use of a handheld mobile at the wheel illegal.
In the UK, the issue is more prevalent among drivers aged 17-24, with 42% admitting they occasionally make or receive calls on a handheld mobile while driving. This campaign aims to get drivers to confront their own perceptions and behaviour by making mates present in the issue, even when they’re not present in the car.
This professional campaign titled 'Guardian Mates' was published in United Kingdom in March, 2022. It was created for the brand: Think!, by ad agency: VMLY&R. This Film medium campaign is related to the Public Interest, NGO industry and contains 2 media assets. It was submitted 6 months ago by Marketing Manager: Billi Hatfield of VMLY&R.
Advertising Agency: VMLY&R, London, United Kingdom of Great Britain and Northern Ireland