So many of us are guilty of using our phones when driving. I think we know we shouldn't, but we don't know just how dangerous it can be. That was the first part of this campaign, was just trying to bring that to people's attention. When using your phone you are actually, when you’re distracted you’re as dangerous as a drink driver. There is a real stigma around drink drivers, and I think we wanted to elevate the conversation around distracted driving to that level.
We came up with this great little simple device that the driver was just flipping the phone and as they flipped the phone it became a bottle of whisky. On a personal level, I have a friend of mine, her sister was killed in a car accident by someone using their mobile phone. So it meant a lot to me, this commercial, in terms of how to create a dramatic commercial that punches through to audiences to get them to stop using their mobile phone.
Join the Drive is really a program that is all about encouraging the community to participate and when it comes to distractions, the issue is very much about providing people with the how to's. People know that using mobile phones is dangerous, they know it causes all sorts of havoc on the roads but they don't necessarily have the tools, the tips or the advice to kick the habit.
That's what is so great about this campaign, not only does it demonstrate the dangers but it also gives people a practical solution. An action plan with tips, information, goals and rewards. Everything they need to break this deadly habit.