BACKGROUND:
Young drivers aged 18-25 make up 12% of road users, but represent over 20% of crashes with heavy vehicles. A notoriously difficult audience to reach, the National Heavy Vehicle Regulator needed to educate them on driving safely around trucks.
INSIGHT:
The scariest thing for young people is FOMO - being excluded from all the fun while your friends have a good time. It’s a fate worse than death, and if you drive unsafely around trucks, there’s every chance death could be the outcome.
IDEA:
To save kids' lives, we employed the ultimate scare tactic: boredom. Launched on Halloween, our Tiktok-first campaign featured the ghosts of young drivers stuck in an eternally boring afterlife. Using the platform’s most current trends, our ghostly influencers appeared in native Tiktok content that showed how much life sucks when you’re dead.