Don’t Flash and Drive

Client: Lancashire Road Safety Partnership

• Youtube
• Road Safety
• Social Media
• Viral

YouTube is a very competitive space. 24 hours of video are uploaded to the site every minute. It presents an enormous challenge but also an incredible opportunity.  ST16 have consistently delivered multi million hit, award winning virals for our clients within this arena by staying ahead of the game.

With ‘Don’t flash and drive’ we knew 'user generated' content was a key trend for our target audience - young drivers. The film looks like a video shot by a bunch of students on a camera phone. In reality, it was part of a viral campaign we produced for Lancashire Partnership for Road Safety. It’s what makes the hard hitting message about driver distraction so shocking. Frenzied debate about the video launched it into the viral stratosphere - attracting over 7 million hits to date. The Sun Online saw the video and convinced it was real, ran a story trying to find the people behind it. It was the second most read story that day. 

Most importantly, 95% of the young people who took part in focus group research said that the film would change their behaviour whilst driving. 

Awards:

• Royal Television Society Award for ‘Digital Innovation’
• International Visual Communicators Award