An online film ‘Speed Dating’ created by Staffordshire-based digital media agency ST16 has already impacted over 4 million viewers.
Launched online in March, this is a road safety film with a difference, drawing young drivers in with the possibility of seeing an attractive girl flashing; viewers are then confronted with the reality of messing about behind the wheel.
Produced by ST16 for Road Safety for North West, a cross-border collaboration between Lancashire Partnership for Road Safety, Merseyside Road Safety Partnership and Greater Manchester Drive Save Casualty Reduction Partnership, the film aims to get young drivers thinking about the dangers of distraction while driving.
Road Safety for North West first engaged ST16 to talk directly to groups of young people.
“The research unearthed the absolute chaos which is going on in many young drivers cars. Surprisingly this activity of shouting between two moving cars was also a common theme,” said Simon Crofts who directed the film.
Young people were engaged throughout the project including input to the rough edit stage before it was released.
“I was present at all of the edit review sessions with young drivers and the response was overwhelming.” Said producer Jeremy Stinton. “The audience were clearly excited by the approach, but most crucially 90% said it would make them think twice about their behaviour when they were driving or a passenger in the car with friends.”
The approach has resulted in huge PR value for the campaign. With support from Anderson PR the film has received Europe-wide TV exposure, a ‘3rd most read of the day’ feature on The Sun online and host of local reports further boosting viewings and reach.
The film is already being officially recognised and has just been announced 2009 winner of the Royal Television Society Award for ‘Best Digital Innovation. The ST16 team picked up the award at a ceremony in Birmingham’s town hall hosted by TV personality Myleene Klass and news presenter Krishnan Guru –Murthy.