Queensland transport contrasts holiday memories with fatal accidents in road safety campaign
Queensland’s Department of Transport and Main Roads is contrasting the happy memories created during the Christmas holidays with the reality of serious road accidents that occur every year throughout the same period.
Created by BCM, the two-part campaign is made up of a series of home movie-style videos featuring Queenslanders celebrating Christmas togetherness over the holidays.
The campaign urges Queenslanders to think about road safety throughout the holiday period by comparing the home footage with horrific road accidents.
The first video features popular Christmas song ‘Have yourself a Merry little Christmas’ and asks Queenslanders ‘What will this Christmas be remembered for?’
Holiday footage will be the focus of the second video, which will ask the question “What will these holidays be remember for?”
Sarah Blasko’s cover of the Cold Chisel classic ‘Flame Trees’ plays in the background.
As well as running across TV, print, social and online channels, the campaign will be played at community holiday events including South Bank Christmas Carols.
Geo-targeted Snapchat activity and outdoor billboards will also be rolled out across Queensland, and locals will also be encouraged to share holiday photos which will be animated and shared.
‘Holiday Memories’ postcards will be created as part of the campaign, using retro holiday imagery together with road and safety messages to urge Queenslanders to drive safely.
topics
Advertising
Campaign
Christmas
Department of Transport and Main Roads
holiday
Marketing
New Year
Queensland
