Don't text and drive

New India Assurance

I believed dramatic visuals of the possible consequences of texting and driving would not hit home. I felt people had seen it before, were briefly moved but their hands-on experience arriving safely from point A to point B, repeatedly, has rendered them immune to such images. I think we falsely believe in our ability to multi-task in this case.

So instead, together with Wolff & Co, we proposed a more comical approach, specifically addressing the moments under which most people feel it is okay to text while driving; in traffic jams, at a red light or by sending voice notes as opposed to typing.

Although I believed this approach would recapture attention to the topic, as it is a new point of view, I also advised that real change would only be seen when fines are handed out regularly.

Videography: Wolff & Co
Producer: Rosabelle Illes

Don't text and drive

New India Assurance

I believed dramatic visuals of the possible consequences of texting and driving would not hit home. I felt people had seen it before, were briefly moved but their hands-on experience arriving safely from point A to point B, repeatedly, has rendered them immune to such images. I think we falsely believe in our ability to multi-task in this case.

So instead, together with Wolff & Co, we proposed a more comical approach, specifically addressing the moments under which most people feel it is okay to text while driving; in traffic jams, at a red light or by sending voice notes as opposed to typing.

Although I believed this approach would recapture attention to the topic, as it is a new point of view, I also advised that real change would only be seen when fines are handed out regularly.

Videography: Wolff & Co
Producer: Rosabelle Illes