RAC

This brief was to design a sucsessful billboard advertisement for a target audience of 17-25 year olds. The billboard is advocating WA drivers to put on their seatbelt whilst driving. Whilst conducting surveys with people ages between 17 and 25, Lily Hindle, Tahlia and myself found that 30% of surveyees aged 17-25 frequently don’t wear a seatbelt and 40% wear a seabelt incorrectly. After also conducting Interviews we came to the belief that; Sometimes people can’t be bothered to wear their seatbelt, People believe wearing a seatbelt makes you uncool and that Poeple don’t want to confront their friends for not wearing one. From this research we conceptualised as a team to come up with our final catch-phrase “Stop the ick, Make it click”. This phrase is trying to explain that not wearing a seatbelt is an idiotic decision and comes across as an “ick” by more people than it does cool. The phrase was decided upon under the theory that it would be humourous and grab attention from both men and woman and hit a wide variety of people within our targetted age range. By putting the additional message in text bubbles, it is instantly more relateable and easy to pick up by our audience. The message is delivered in a clean simplistic manner that can be easily injested whilst driving in a car. Wether you’re eyes drift to the left and get time to read the left side or you’re eyes read the right hand side, you will still be able to quickly digest the message.