"Shut up and Drive" has a great single minded proposition with a stong follow up message - "You are four times more likely to cause a crash if you use a mobile phone while driving." Consisting of radio, billboard and print it will have a great top of mind impact - but changing peoples attitudes and actions isn't that easy.
For those who normally wouldn't use a mobile while driving this campaign is great for preventing a change in that behaviour. For the offendors it would be great to see some sort of risk and reward component added to the campaign. Perhaps even an online engagement aspect to target us tech savvy enthusiasts.
It's refreshing to see another campaign that doesn't take the shock approach, and this is a good conversation starter but its all about what happens next.
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