The Price of Distraction Strategy Plan
A considered strategy to cause change regarding the social issue of ‘distracted driving’ amongst young drivers, by focusing on the effects it can cause their wallets.
Background
This project explored persuasive communications through challenging a current social issue of our choosing – mine was distracted driving. This concept lined up with the implementation of Victoria’s mobile phone detection cameras, and I wanted to expand upon what it meant to drive ‘distracted’.
This project required us to create an in-depth proposal for a concept which would tackle the social issue at hand. After identifying my target audience of young Victorians, I focused on something that may actually change what they do; their limited income, and the fines that they may face as a result of driving distracted. As such, this campaign focused on the literal price of distraction, differing itself from previous campaigns which focused on the emotional, mental, or physical price one may pay.
Client Focused
This project had two deliverables; a plan for the tutors to mark, and the strategy in a client-ready document, with correct branding and formatting that would work in a real life pitch.
Process
Curious about the process for this project? Take a look into the process journal, created to document the strategy, thought, and workflow that went into this project