Distraction epidemic prompts campaign by RAC & JWT Perth encouraging WA drivers to 'Look Up'

J. Walter Thompson Perth has launched a powerful new campaign, 'Look Up WA', aimed at raising awareness of the dangers of mobile phone use when driving and reducing the shocking statistics of this modern-day road safety problem. 

In 2017, the number of deaths on WA roads linked to driver distraction doubled, accounting for one in six fatal accidents. And even though 81% of drivers in WA admit to using their phone whilst driving, nine out of 10 drivers know it's an extremely risky behaviour.

The campaign features influencer Gary Turk, whose original 'Look Up' film about mobile phone addiction went viral, and has garnered over 400M views globally. He was approached to take part in this new campaign, a fitting evolution of his original - only this time about driving. 

Says Simon Langley ECD, J. Walter Thompson: "This is an important road safety campaign and another demonstration of the RAC's commitment to making WA a better place. The fact that we were able to get the support and involvement of Gary, a guy who's had countless brands approach him to endorse their message, but has politely refused each request, is a real coup."  

RAC advocacy and members executive general manager Patrick Walker said the campaign was prompted by the growth of distracted driving to epidemic levels.

"Distracted driving is fast becoming one of the leading causes of deaths and serious injuries on our roads and as technology evolves so too does the level of distraction in our cars," he said. "There is a myth this type of distraction is only a problem among younger drivers, however the issue affects all ages and is one of the most complex and devastating road safety challenges we currently face."

Through Turk's social clout and involvement, which includes appearing in the film, PR and radio executions, the campaign taps into the influencer's global audience to help amplify the message beyond WA.

"Real human connection and a strong sense of our surroundings is far more valuable than gazing at our smartphones," said Turk. "The spoken word is an engaging and effective way to start a conversation and a memorable way to get people thinking about a subject like distraction."

The campaign also features visually simple and striking outdoor, print and digital executions, plus promotional support to evolve the campaign message through Seven West Media and Southern Cross Austereo.

The campaign will roll out over the coming months on TV, Outdoor, Press, Social, Digital, and Radio.

Agency: J. Walter Thompson, Perth
ECD: Simon Langley
Creative Director: Joe Hawkins
Creatives: Dustin De Souza, Sinead Roarty, Joe Hawkins
Broadcast Producer: Jackie Archer, Tom Pearce
Group Account Director: Donna-Maree Gavin
Account Manager: Andrew Douglas
Executive Planning Director: Angela Morris
Planner: Brona Kilkelly
Print Production: Sarah Parsons
Photographer: Shaun Atherton, Allan Myles
Client: Elizabeth Lockett, Maree Setzinger, Jon McKenzie
Production Company: Beautiful Pictures
Director: Brett Ludeman 
Sound: Brainestorm
Media: Initiative Media 
Media Planner: Lauren DeRozario