RAC launches ‘attention powered car’ in road safety promotion

RAC Attention Powered Car

WA’s motorist membership organisation RAC has created an “attention powered” car as part of a campaign to promote road safety.

The intention behind the campaign, created by JWT Perth, is to raise awareness of the risks of inattention at the wheel. The car uses technology to monitor whether the person behind the wheel is focused on their driving, and slows down if they are not.

The tory behind the project has been told by a number of webisodes which appear on the RAC YouTube channel, along with a dedicated website.

The campaign is backed with advertising across TV, press, online and social.

Campaign production was undertaken by Finch, with technology development by Finch and Emotiv.



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