Aiming Radar Guns At Millennial Egos
RED promotes road construction safety with a shame campaign aimed at 18-24 year ‘speeding losers’.
ALBERTA – The Partners in Road Construction Safety has launched its 2015 campaign with the help of its agency partner RED. Since its creation, PIRCS has invested over 4 million dollars to raise awareness on safety and last year posted real time data collected from radar guns that showed 64% of drivers continuing to exceed construction zone speed limits.
"Awareness is not the issue. Compliance is,” says Craig Redmond, Creative Director of RED Edmonton and Vancouver. “We needed to take a different tact. And having a laugh, especially at the expense of the target audience, can be effectively diffusing.”
The campaign developed by RED’s Edmonton office, depicts the consequences of receiving an elevated construction zone speeding ticket and how it can impact one’s personal lifestyle.
And perhaps more importantly, how that will reflect personally on image conscious millennials, who continue to be the worst offenders of construction zone speeding.
“We know people are still ripping through construction zones across Alberta and our focus this year is to show drivers there are several reasons why speeding makes them ‘losers’”, says the Chair of PIRCS, Heidi Harris-Jensen. “The first loss is financial. The second loss is demerits to your driver’s record. The third, and most important loss is life – our primary goal is to protect the lives of our road construction workers.”
Real time, radar gun data will continue to be posted to the website and collected to measure driver behavior over the construction season. But traditional media including, TV, radio, restobar posters, online ads, pre-roll, and social media will focus on the embarrassing financial fallout of non-compliance.
Media exposure: