NSW government teams with Ray Hadley in latest ‘Get Your Hand Off It’ campaign extension
The News South Wales government has entered a partnership with 2GB’s Ray Hadley as part of an extension of its ‘Get Your Hand Off It’ campaign to warn people of the dangers of texting and driving.
In the 30 second radio commercial, Hadley asks drivers to think about the last text message they sent and then imagine it as the last text they would ever send.
The radio presenter then asks listeners to send in the last text message they sent with the reminder to “get your hand off it”.
Mumbrella asked Transport for NSW which demographics the campaign is aimed at, but the department failed to respond to the enquiry. Earlier this year, the NSW government announced it was restructuring its media planning and buying around a new master exchange account.
The campaign is based upon research by the Centre for Road Safety which found a motorist having a mobile phone offence is twice as likely to be killed or injured in a crash compared to those with no history of using a mobile while driving,
Last year the government launched a campaign which included a television commercial and social media videos.
Created by Enigma Sydney, the 30 second television commercial features a man and woman driving while they reply to texts they are receiving, a voice over explains if you are driving 60km per hour and you look at your phone while driving for two seconds, it is the equivalent to traveling 33 meters blind.
The ad ends with a woman driving blindfolded as she runs through a red light.
Further research from the Centre for Road safety found 38,913 drivers were fined last year for using their mobile phones while driving, 69% of those being men.
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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How confusing ” Why does he ask people to send their last text”. The call to action is contradictory to the message to get your hand off it.. Also, does this miss the target ?
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Ah the irony.
So many times when Ray Hadley has been in the middle of one of his jackboot rants I’ve wanted to say “Get Your Hand Off It”.
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