Give Trucks More Room
Every year across the country, over 3,500 deaths and 100,000 injuries result from unsafe driving behavior involving semi-trucks and cars. Cars are responsible for ⅔ of all collisions between cars and semi-trucks.
A pre-campaign survey demonstrated that drivers don’t allow nearly enough car lengths between them when passing cars with the majority of people allowing less than three car lengths. Let’s just say following too closely is commonplace. We had to get people to recognize their unsafe driving behavior and ultimately, change it.
We identified our primary target and created a persona—a typical mid-twenties male commuter who considers himself a “good driver”, but in reality is a menace.
We went with a straight-talk approach and created a graphic, bold and memorable campaign that leveraged language familiar to our target. And with that, we stayed away from scare tactics. The show-stealer was a larger-than-life, spectacular 3D billboard displaying the disastrous consequences of tailgating semi-trucks.