One of my biggest pet peeves are people who text and drive. I don’t care if you are rolling or stopped, if you are on your phone behind the wheel, you’re probably a menace. You’re the person weaving across lanes, not paying attention when the light turns green, stopping a length and a half behind the car in front of you, etc. Banning texting and driving is hard to enforce, just like banning talking on your phone without a hands free kit. Because it’s a hard to enforce law, the National Highway Traffic Safety Administration has launched grisly new ads combatting distracted drivers with the slogan “U Drive. U Text. U Pay.” There are two versions of the TV spot below. Both have the same brutal reality and outcome.
The NHTSA released a report this April estimating that 3,328 people were killed and 421,000 were injured in crashes caused by distracted driving in 2012. It also states that federally funded enforcement programs combined with PSAs like these, reduced the dangerous practice of texting and driving from 4.1 percent to 2.7 percent in California and from 4.5 percent to 3.0 percent in Delaware alone. April is National Distracted Driving Awareness Month. To further ram this message home, the Department of Transportation is coordinating with law enforcement for a national crackdown on cell phone use while behind the wheel from April 10-15. I hope it works.
Selling the message of organ donation can be tricky. You don’t want to come across with the heavy handed big brother approach, and telling people it’s the right thing to do can fall on deaf ears. Brazilian agency, Propeg decided to take another approach, one that hooks the viewer with security camera footage, and then delivers a subtle message at the end of the PSA. The visuals are powerful, and as you watch you are left wondering in amazement at just how lucky the individuals in these clips are. “Anyone can have a second chance. Donate Organs.”
BUCK has produced a nice animated short for the state of Idaho that blends traditional cel animation with After Effects and 3D Animation. The one minute forty five second spot embraces the current trend toward flat design, without being trendy. There is a vintage look to the piece that doesn’t feel gimmicky or tries to hard. The visuals just work and the fluid animation draws the viewer in compelling them to listen to the message. It took a team of twenty to put this together, and the quality shows. Credits are below the video.
Directed by: BUCK
Executive Creative Director: Ryan Honey
Executive Producer: Maurie Enochson
Producer: Emily Rickard
Associate Producer: Ashley Hsieh
Art Director: Ege Soyuer
Design: Ege Soyuer,Yuki Yamada, Susan Yung, Kenesha Sneed, Jenny Ko, Xoana Herrera
After Effects and 3D Animation: Daniel Coutinho, Claudio Salas, Esteban Esquivo, Andreas Hansen
Cel Animation: Matt Everton, Kendra Ryan, Claudio Salas, Song Kim, Laura Yilmaz, Gunnar Pettersson
Music Composition and Sound Design: Echolab
PSA’s for the most part are an in your face kind of thing that has little impact on the audience they are trying to reach. Sorry, it’s the truth. The conversion effectiveness for most PSA’s are relatively low coming in at about 5 % or less.
A recent PSA from Western Australian film production company Perfectly Adequate is taking a stab at getting teens to stop skipping school. “Set Yourself Free” which has landed more than 16 million views since the end of January is a short film tells the story of a group of teenagers who duck out of school for an eventful tryst on the beach. It is accompanied by the Learn for Life website which ads a level of credibility to the overall campaign. The video below is from the campaign and needs to be watched all the way through to get the full impact of the PSA. Trust me, it’s worth it.