Transport for NSW has launched an innovative social media campaign that uses creative ways of reaching Gen Y to target driver distraction. The “Get Your Hand Off It” campaign is aimed at young people using mobile phones whilst driving. More than a third of those surveyed in the 20-29 age group said they texted while driving, a frightening statistic.
A YouTube video playfully reminds young motorists to ‘Get Your Hand Off It’. Its catchy song highlights the risks that many people take behind the wheel. The video has been successful generating more than 600,000 views to date.
Transport for NSW worked with Derek Anderson on the project, impressed by the way he engages with young people through his off-beat videos. Anderson collaborated with the team that developed “the Bondi Hipsters” and “Beached As” to help communicate the road safety message in a fun and engaging way that still makes clear the seriousness of this dangerous activity. The campaign uses humour to appeal to young people and get them talking about and sharing it with their peers.
The ‘Get Your Hand Off It’ campaign also features in online display, radio and outdoor advertisements, including bus and taxi backs, to ensure the message reaches motorists at a time when they are most likely to take such risks.
Telstra, Optus, Virgin Mobile and Vodafone have all thrown their support behind the campaign, producing communications that reinforces to customers that they should never use a handheld mobile phone while they drive.
The campaign makes it clear that it’s against the law to pick up and use a phone while driving. A driver may only hold a phone to pass it to a passenger.
View the campaign message here.