West Mercia and Warwickshire Police

Road Monster

There’s a little road monster in all of us. Don’t let it take the wheel.

The Brief

West Mercia and Warwickshire Police asked us to work on a campaign that would focus on the most common causes of road accidents in the region – distractions.

The Insight

West Mercia and Warwickshire Police wanted to reduce the number of road traffic accidents in their area and evidence suggested the main cause of accidents was distractions. Taking advantage of questionable gaps in traffic; talking to passengers; not paying attention to other road users; and getting angry. Although predominantly caused by men, the data showed that it was actually all drivers that were capable – and research showed we all feel untouchable in a car. Not only that but with a reluctant audience that’s tired of ‘finger wagging’ a traditional solution wasn’t going to cut it.

Work

Rather than produce a single film, we pitched to film a series of films that could work across multiple target groups. Inspired by the cross-generational appeal of puppetry (from the likes of The Muppets, Sesame Street, The Dark Crystal and more) we designed a series of characters and placed them in the most common bad driving scenarios – offering a stark contrast against what audiences have come to expect from a police focused campaigns, while getting to the heart of an important message in a vastly memorable way.

All ending with the same live action conclusion and call to action – There’s a little road monster in all of us. Don’t let it take the wheel.