Helmet Safety Campaign. Real stories form the heart of a series of ads for the Cyprus Police: a mother waiting for her son to return home and an older brother racked with guilt.
There is a startling number of accidents on our roads due to people driving without helmets. We realized it was important to raise awareness about Helmet Safety in a way that would capture people’s attention. Our approach centred around the people left behind after the loss of a loved one and drawing viewers into their emotional story.
Raw and direct, the two spots deliver the horror and impact of losing someone you love with a narrative that captures the emotions in the wake of a recent loss.
The ads aired at cinemas and tv during peak times and were shared across multiple social media platforms with a huge social media response. The Cyprus Police are using all the videos in awareness-building initiatives for schools.
As part of the campaign, we also interviewed and filmed 3 individuals who have been directly affected by reckless driving: Speeding, Drink-driving and Driving without a seat belt. Hearing their chilling stories helps to highlight the importance of taking care on the road and following road safety guidelines.
Tags: Branding / Digital Marketing Strategy / Script writing / Art Direction / Film Production / Editing