ADVERTISING

French Road Safety

Pedestrian, Car, Bike

Agency: La Chose

Description

Reading or writing a text message, posting on social media, or just checking one’s email: these have become mundane actions, a part of everyday life. But they can prove dramatic if done while driving. These actions force drivers to divert their eyes from the road for at least 5 seconds, equivalent to 70 meters at city speeds (50 kms/ hr) and multiply by 23 the chance of an accident.
These past few years, telephone use has become one of the leading causes of road accidents, together with alcohol and speeding. Approximately one personal injury in ten is reportedly linked to telephone use while driving.
To raise awareness about this epidemic, Sécurité Routière chose to create an immediate link between cause and effect. The idea was to symbolize the physical telephone with the road on which the accident occurs. Thus, that small innocuous hand movement transforms itself metaphorically into an ultra-violent action: crushing a pedestrian at a crosswalk, running over a cyclist on a country road, or crashing into a family car.

This professional campaign titled 'Pedestrian, Car, Bike' was published in France in October, 2017. It was created for the brand: French Road Safety, by ad agency: La Chose. This Print medium campaign is related to the Public Interest, NGO industry and contains 3 media assets. It was submitted over 5 years ago.

Credits

Advertising Agency: La Chose, Paris, France
Photographer: Vincent Dixon

ADVERTISING

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