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Scottish Government cinema road safety campaign utilises in-theatre activity to drive message

A national road safety campaign from the Scottish Government and Road Safety Scotland has implemented live cinema advertising to highlight the risks of dangerous driving.

Last weekend, on 16 and 17 March, cinema-goers in Dunfermline and Aberdeen were the first to experience the campaign, created by The Union, which combines both on-screen and in-theatre, with an actor situated within the auditorium and interacting with the screen.

The advert on-screen shows the point-of-view of the backseat passenger in a car full of male teenagers. The passenger interacts with the actor in the auditorium, during which time the driver turns around and then crashes into a tree.

Accompanying the campaign is the message ‘One distraction is all it takes’.

Carat has been the media planner and buyer while Stripe Communications is handling PR for the campaign.

Caroline Thomas, senior strategic marketing manager for the Scottish Government, said: “We’re always looking at new and innovative ways to reach our target audiences and cinema is an excellent environment for in-depth engagement with people on road safety issues. This is the first time this particular type of advertising has been used in Scotland so it’s sure to grab people’s attention.

“The ad is part of the wider social marketing campaign aiming to reduce risky behaviours associated with driving on country roads. We want to raise awareness of how often minor distractions and driving just a bit too fast means you can’t read the road properly and serious accidents can be the consequence.”

The Country Roads campaign was launched on 2 March 2012 and features a series of different adverts, shown across cinema, TV, radio and online.

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