Surprisingly, there isn’t a lot of research on the things that distract young drivers. So we set about running some focus groups to get to the heart of the issue, and find the best approach for an effective campaign.

The results were conclusive. General messing about and shouting were both high up on the list of things that can take a young driver’s eyes off the road at a critical moment.

So one of our approaches targeted this issue, as part of a viral campaign.

Three boys in one car. Three girls in another. They wind the windows down. They flirt. They chat. It ends in disaster.

During the final editing stages, we involved young people again to check that we were on message. Again our target audience responded very positively. It was very relevant, they said. Strong message. Very realistic. “It makes you think.”

Well, that was always the idea. The film has already received over 4 Million views in the first six months, and the hits are growing daily.

Awards:
Royal Television Society Midlands Awards 2009 - Best Digital Innovation
IVCA 2010 - Shortlisted (awaiting results)