Spotify – Dont Text & Drive

Introduction

Texting while driving has become a major factor that influences distracted driving in South Africa and around the world, according to Business Tech (2014). A road campaign should be set in place for three outdoor typographic posters, that will aim to persuasively change the behaviour and attitude of consumers that text and drive. The campaign, Spotify – Don’t Text and Drive, should focus on word play and should make use of compelling typographic layouts and compelling headlines.

Purpose

To alter the behaviour and attitudes of people who text while driving with the use of compelling headlines and typographic posters. These posters will speak to the driver’s emotion of guilt through persuasive language and word play.

Target Audience

The target audience of this campaign will look at experienced drivers who text and drive and feel too guilty to admit that they do. These people seek a sense of authority that will stop them from texting and driving or whose behaviour will only change in life altering circumstances to them or someone they know. It will also seek to educate new drivers on the road who aren’t as comfortable with texting and driving, but might do so in the future, so that they can understand the consequences to such an action.

Message

To get people to think about what they are doing when they text and drive, and who it may affect around them, to prevent it from happening, by making use of emotions such as guilt.

Concept

Your Last Hit: Spotify – Don’t Text and Drive