Our client: Learn2Live Partnership
Our challenge: To encourage attendance at Learn2Live events in Devon and Cornwall which promote safe driving among 17-24 year-olds with the aim of reducing road traffic collisions.
Our creative approach: The ‘millennial’ audience of 17-24 year olds engages strongly with video content making it a powerful tool for the Learn2Live partnership. To produce a relevant and shareable video for this audience, we sought a high profile and relevant spokesperson who had first-hand experience of a road traffic collision to share Learn2Live’s key messages. With the approach of the highly anticipated Six Nations tournament, we invited Exeter Chiefs and England rugby squad member, Jack Nowell, to act as the face of the campaign. As well as being patron of road safety charity The Honest Truth, Jack was able to speak about his own experience of a road collision in which he rolled his car during icy conditions, bringing additional poignancy to the video.
We invited Police officer, Harry Tangye, and Ali Morrish, whose daughter died in a road traffic collision, to speak to Jack about their personal experiences at the Exeter Chiefs home ground, before interviewing Jack about why he would urge young drivers to attend a Learn2Live event.
Jack’s personal testimony and genuine concern for young drivers’ safety produced a film that persuasively engages the target audience. His influence as a young sporting professional with regional roots and an international profile aligned perfectly with Learn2Live’s target audience.
Our impact: The video is one of more than 30 that we have created for Learn2Live. Following its launch it received extensive media coverage which highlighted the valuable work of the Partnership.
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