False Focus
Re:act for change - Driver Fatigue Campaign Winner NSW Australia 2021
Energy drinks market their product as being a highly effective alternative energy source.
The False Focus campaign’s serious message and imagery mimics energy drink marketing to convey a strong message about using energy drinks as an alternative to rest and sleep. This ‘false’ energy drink was created to make young drivers rethink their choices when dealing with driver fatigue, making them safer road users and contributing to fewer crashes.
The False Focus campaign was live on 250 digital billboards across Sydney and regional NSW, with an overall audience reach of 1,557,700. The campaign was also nominated by oOh!media for an OMA Creative Collection Award.
Client
Hard Edge Agency & Australian NSW State Government.
Media Partner
oOh!media
Design Team
Derbáil Kinsella
Thomas Carr
Brand Identity
Campaign Design
Design Strategy
Website Design
Social Media Content Design
The Challenge
Penalties exist for speeding and driving under the influence of drugs and alcohol, but no laws exist for the general population to address a behaviour just as serious: fatigue.
The challenge is to raise awareness of the road safety issue of driver fatigue and change behaviour among 16-24 year old apprentices and young drivers in order to reduce accidents associated with driver fatigue.
Make young drivers aware that Fatigue impacts driver behaviour and increases their risk of being involved in a crash.
Communicate the risks while using the collected data to hone in on common misconceptions and risks linked to driving tired.
Create an attention-grabbing campaign that efficiently sells the message of driver fatigue to the target audience.
Reflect the collected data and communicate the common misconceptions regarding how young drivers deal with fatigue.
Use recognisable marketing and trends that are easily relatable to the target audience to attract and effectively communicate our message.
Use a catchy slogan that will be easily remembered.
Uses vibrant colours, engaging graphics and fun typography to appeal to a diverse audience.
Speak directly to consumers of energy drinks and change their behaviour around using energy drinks as a ‘substitute’ for sleep before driving.
The Campaign Strategy
The Concept
Energy drink’s market their product as being a highly effective alternative energy source. From the data collected we know that this marketing has convinced over 50% of survey participants to believe this false sense of energy will result in overcoming driver fatigue.
The False Focus campaign’s serious message and imagery mimics energy drink marketing to convey a strong message about using energy drinks as an alternative to rest and sleep. This ‘false’ energy drink was created to make young drivers rethink their choices when dealing with driver fatigue, making them safer road users and contributing to fewer crashes.
1,557,700
Overall audience reach.
The False Focus Campaign was nominated by media partner oOh!media for an Outdoor Media Industry Award in 2022.
Re:act for Change
An initiative of Hard Edge Agency, the annual Re:act program challenges university and college students to raise awareness of road and workplace safety issues and change behaviour among 16-25 year olds. Its purpose is to engage and bring together a collaboration of industry, government, higher education institutions and students, and give an experience that inspires positive outcomes.
A panel of higher education, road safety, workplace safety and industry partners in each city selects the most compelling road safety campaign, which is then developed and launched state-wide on media partner digital assets.