Megan Studer

Client: National Highway Traffic Safety Administration

Campaign: Don't Text, or You're Next

Mission Statement

 NHTSA - “Stop the Texts, Stop the Wrecks”

 

“We live in a connected world where multitasking is second nature and communication is instant. This, coupled with the compulsion to stay connected at all times, makes drivers overly confident in their ability to ‘safely’ text and use their cell phones while driving.  Many drivers believe that they can practice unsafe driving habits such as “driving with their knees,” “glancing up and down from their phone,” or “creating singing vines while driving,” but these drivers often do not realize how many consequences these behaviors can cause. It’s imperative that every driver remembers- all distracted driving is dangerous.

To raise awareness of this dangerous behavior, the Ad Council partnered with the National Highway Traffic Safety Administration (NHTSA) in 2012 to create a Texting and Driving Prevention campaign. The campaign shows drivers that no matter how “safely” they think they can engage in distracted driving, the behavior is always dangerous - for every driver, all the time.”

 

Contact:

https://www.facebook.com/stopthetexts

https://twitter.com/stopthetexts

https://www.instagram.com/stopthetexts/

 

Video Link:

https://www.youtube.com/watch?v=YAd1RwcvV7Y#action=share

 

Audience Rationale:

“Don’t Text, or You’re Next” is meant to reach out to those who are adamant about texting while driving. Regardless of how experienced or good they believe they are, no one is able to text and drive safely. This campaign is targeted at mostly teens and young adults, however is open to everyone.



Megan Studer

Client: National Highway Traffic Safety Administration

Campaign: Don't Text, or You're Next

60 Second Radio PSA

(Various phone noises: i.e. typing, notifications, etc. in between each voice)

(Victim is reading their texts aloud as they type and send them)

Victim 1: I’m on my way home.

(Ping)

Victim 1: I’m so excited to see you and the kids!

(Ping)

Victim 1: I’ll see you soon.

(Typing begins to overlap and become distorted)

(Sounds morph into a gasp, then silence)

Announcer: Can you read the last text you received from your loved one for us?

(Their voice is breaking up, and almost in tears) Person 1: I’m on my way home. I’m so excited to see you and the kids! I’ll see you soon.

(There is a very long silence followed by sniffling and crying)

Announcer: What if “I’m on my way” were the last words that would be remembered of you? Texting and driving is not only dangerous to you, but to those around you. Support our campaign, “Don’t Text, or You’re Next” at stoptextsstopwrecks.org.


Megan Studer

Client: National Highway Traffic Safety Administration

Campaign: Don't Text, or You're Next

30 Second Television PSA


VIDEO

 

 

 

 

 

CU PHONE

 

 

MS MAN 1 GLANCING BETWEEN ROAD AND PHONE

 

MS FROM PASSENGER SIDE OF CAR OF WOMAN TYPING ON HER PHONE WITHOUT GLANCING AT THE ROAD

 

LS WOMAN 2 APPROACHING AN INTERSECTION WITH A RED LIGHT. CARS ARE IN THE MIDDLE OF THE INTERSECTION

 

CU WOMAN

 

 

MS WOMAN’S CAR ABOUT TO COLLIDE HEAD ON WITH ANOTHER

 

LS FROM PASSENGER SIDE, WOMAN’S EXPRESSION TURNING INTO SHOCK

 

BLACK

 

TITLE CARD: WHAT IF “I’M ON MY WAY OVER” WERE THE LAST WORDS THAT WOULD BE REMEMBERED OF YOU?

 

TITLE CARD: “DON’T TEXT, OR YOU’RE NEXT”

STOPTEXTSSTOPWRECKS.ORG

 

TITLE CARD: NATIONAL HIGHWAY TRAFFIC SAFETY ADMINISTRATION AND THE AD COUNCIL

AUDIO

 

(SFX: THROUGHOUT ENTIRE SCENE, SOUND OF A VEHICLE DRIVING AND SOFT MUSIC IN THE BACKGROUND)

 

(SFX: TYPING) Woman 1 (reading text message aloud): I’m heading out.

 

(SFX: TYPING) Man 1 (reading text message aloud): I will be there soon.

 

(SFX: TYPING) Woman 2 (reading text message aloud): I’m on my way over.

 

 

(SFX: TYPING) Woman 2 (reading text message aloud cont.):  It’s been so long, 

I have so much to tell you! 

 

(SFX: TYPING) Woman 2 (reading text message aloud cont.): I’ll see you soon!

 

(SFX: SOUND OF MESSAGE BEING SENT)

 

 

(SFX: BRAKES SQUEALING AND MUSIC GETTING LOUDER)

 

(SFX: MUSIC ENDS ABRUPTLY, WOMAN GASPING)



Megan Studer

Client:  National Highway Traffic Safety Administration

Campaign: Don't Text, or You're Next

15 Second Television PSA

VIDEO

 

BLACK

 

 

FADE IN: WOMAN SITTING IN THE CENTER OF A DARK ROOM ON A STOOL, THERE IS A SPOTLIGHT ON HER, SHE IS HOLDING HER CELL PHONE

 

WOMAN LOOKS DOWN IN DEFEAT AND SADNESS

 

TITLE CARD: TEXTING AND DRIVING IS NOT ONLY DANGEROUS TO YOU, BUT TO THOSE AROUND YOU.

 

TITLE CARD: “DON’T TEXT, OR YOU’RE NEXT”

STOPTEXTSSTOPWRECKS.ORG

 

TITLE CARD: NATIONAL HIGHWAY TRAFFIC SAFETY ADMINISTRATION AND THE AD COUNCIL

AUDIO

 

Announcer: Can you read the last text you received from your loved one for us?

 

(Their voice is breaking up, and almost in tears) Woman 1: “I’m on my way home. I’m so excited to see you and the kids! I’ll see you soon.

 

 

LONG SILENCE WITH OCCASIONAL SNIFFLING AND CRYING

 

Announcer: Texting and driving is not only dangerous to you, but to those around you.

 

 

Announcer: Support our campaign, “Don’t Text, or You’re Next” at stoptextsstopwrecks.org



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