Advertising Creativity and Production Final (MKTG 0440)
This is a breakdown of my MTKG 0440 final where I had to research a Don’t Text and Drive ad like we had partnership with the N.H.T.S.A. (NATIONAL HIGHWAY TRAFFIC SAFETY ADMINISTRATION). Below you find my teams interview guide, creative brief summary, storyboard and final ad.
Interview Guide
In the secondary research section of our project, we found that the last study about the effects of texting and driving was back in 2014. While 7 years doesn’t seem that long, with the raise of smart cars and phones over the past 5 years, our team couldn’t help but feel like maybe the phrase texting and driving may be out of date. We also wanted to see how often 20-24 years used phones while driving.
Creative Brief Summary:
After our interviews we noticed that phone usage behind the wheel has increased dramatically from 52% to almost 100% (after interviewing 10 people). We noticed however that people would avoid saying they texted and drove but rather tried to minimize it by say, they were just changing music or reading something “Never typing”. Our team began to use the phrase digital driving instead of Texting and Driving because it highlighted the new changes of phone usage behind the wheel.
We also wanted to show that digital driving effects everyone around us. But not using our phones behind the wheel, we protect our most vulnerable. A study showed how people in hospitals began washing their hands more often after bathroom usage after reading signs saying that they were “Protecting The Most Vulnerable” rather than themselves. This small pivot increased hand washing among healthcare workers by 10% and 33% by patients.