What About Tmrw
My Design Fellows team and I partnered with Focus DC to create an advertising campaign that combats distracted driving, specifically within the millennial generation.
From our research insights, we learned that millennials do believe texting and driving is dangerous, however, they still continue in this dangerous driving behavior because of two main reasons:
1. As the FOMO generation, they physically can’t stop themselves from texting and driving because of their “fear of missing out”
2. Millennials suffer from an “it won’t ever happen to me” syndrome and thus are more prone to take risks
To break them out of this dangerous cycle, we centered our campaign around the message “what about tmrw” to force millennials out of their egos and consider the larger consequences of what could happen to themselves or their loved ones in the future. We abbreviated tomorrow to its chat-speak form to imply phone usage.
We incorporated this message into an impactful video, but also felt it was important to to target our audience directly in the moment. We created privacy screen protecters that show the message when looking at your phone at an angle in the car, integrated ads in the commonly used Waze gps mobile app, and produced a radio spot.
