South Australia Police
Personifying death to save lives.
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ReputationOur Expertise
Integrated campaign
Introduction
Everyone knows that using your phone while driving is dangerous. So why did research show so many South Australians doing it every day? South Australia Police (SAPOL) wanted to challenge the standard fear-based campaign approach in favour of something more memorable that could cut through to a younger audience.
Stop flirting with death.
With the help of a universally powerful and memorable character, the Grim Reaper, our 'Distractions' campaign cautions drivers to put down their phones and stop flirting with death. Initially sassy but suddenly sinister, the narrative’s sudden flip from humour to horror entices the viewer to fully engage before leaving them with a chilling feeling that they just can’t shake.
“I love that ad…It has a really nice twist. I’ve got an 18-year-old daughter and that, she would share. She would have the conversation about that ad.”
Todd Sampson, co-host on ABC’s Gruen
Images and quotes endorsed by Gruen