Transport for London targets young drivers with 'Kill your speed, not your mates' message
Transport for London is targeting young male drivers with campaign highlighting the very real possibilities of crashing at speed on a busy London road.
The behaviour change campaign, created by M&C Saatchi, will run across cinema, video-on-demand and social media focussing on the dangers of driving too fast.
The cinema creative shows a group of young friends inside a car laughing and winding each other up whilst being driven by their friend who introduces each of the passengers in turn. As the driver introduces his 'best mate' Mike the car spins out of control. The ad ends with the driver finishing his introductions with himself "the guy who killed his best mate".
The 'Kill your speed, not your mates' work marks the first time TfL has specifically targeted a young male audience in five years, with a second wave of activity planned to follow in September.
"There is a real need to bring home the serious implications of speeding on London’s roads, with young males," said TfL head of marketing operations Miranda Leedham of the campaign.
Camilla Harrisson, CEO of M&C Saatchi, added: "Friendships are critical to this audience and the tragic message that, by driving too fast they might kill the very friends they are trying to impress, is one that really hits home."
GIF, Vine and other social media platforms, with interactive experience on Xbox online and via mobile, will support the activity with the young male audience kept in mind.
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