“This is a highly sensitive topic and a conversation that most of us will need to have one day"
South Australian Police are targeting senior drivers and their adult children in a first-of-kind campaign.
The push, created by creative and strategic agency The Sideways Theory, features seniors to add authenticity.
The cross-platform campaign applies research via New Focus, a media strategy developed by Wavemaker, and council On The Aging SA insights to strike a balance that supports drivers and their safety as the leading priority on Australian roads.
The Sideways Theory head of creative Cinzia DiVito says the campaign is first-of-its-kind because it focuses on older drivers who are less likely to exhibit the behaviours normally targeted in drivers.
“This is a highly sensitive topic and a conversation that most of us will need to have one day, either with loved ones or as we consider our own driving future,” says The Sideways Theory head of creative Cinzia DiVito.
“But it’s also unprecedented which meant strong strategic consideration and heavy testing across all audiences to get it right.”
The campaign will be launched this week across free-to-air TV, connected TV, out-of-home, digital, radio, newspaper, magazine, and other online channels for public leisure.
“The process of aging makes drivers more vulnerable on the road but it’s also an emotionally charged issue that needs sensitivity, insight and a deft hand,” says Richard Blackwell, manager, media road safety at SAPOL.
“The campaign is designed to empower senior drivers and encourage them to introduce strategies that safely support their current driving needs, while also making plans to eventually stop driving on their own terms.”
Credits
Agency: The Sideways Theory
Client: South Australia Police
Client Team: Richard Blackwell, Elke Brintrup Krueger, Jason Burns
Director: Jason Hollamby
Head of Creative: Cinzia Di Vito
Account Director: Lara Hollamby
Art Director: Paul “Straatts” Stratton
Designer: Jessica Bradley
Production Co: Sideways Studios Casting: Sideways Studios Production Mgr: “Hey! Rikki” Manning
Production Asst: Bonet Leadt
Runner: Henry Buckley
Hair & Makeup: Ashlea Munn
DOP: Miles Rowland
1st A/C: James Wire
2nd A/C: Jake Cooper
Gaffer: Nic Datson
Grip: Justin Van Zyl
Grip: Django Nou
Audio: Victor Ivchenko
Photography: Steve McCawley
Photography Asst: Thomas McCawley
Retoucher: Paul Munzberg
Illustrator: Nahum Ziersche
Editor/Effects: Stephen Deeble Visualizm
Assistant Editor: Maddie Tierney
Sound Engineer: Scott Illingworth, Seeing Sounds
Voice Talent: Jane Reilly
Precision Driver: Gary Baxter
Precision Driver: Adrian Akhurst
Safety Officer: Richard Boue
Nurse: Catherine Wake
Traffic Control: Seychell Traffic
Media Agency: Wavemaker
Out of Home: MediaNest
Research: New Focus
