How Much Have You Had? Campaign // Re:act
Emerging from alarming data indicating the misconceptions and myths about driver fatigue, the How Much Have You Had? campaign seeks to draw a direct comparison between the severity of driving drowsy and driving intoxicated. It harks back to the colloquial question amongst young adults on a night out of ‘how many drinks have you had?’, but transforms the implication of the question into ‘how many hours of sleep have you had?’. The choice to focus on this particular comparison is because our group research indicated that our audience group of 18–25-year-olds fear drink driving and treat it with the seriousness and severity it deserves. To form the campaign, each team member was delegated a particular media type to focus on. Our younger audience meant that innovative media types were likely to engage these individuals. The client noted that our suggestion of gamification could be a strong tactic to use. Hence, an interactive game that utilises a combination of motion sensors and light projection came to fruition. The How Much Have You Had? game derives from the old-school intoxication test where individuals need to walk in a straight line. A blend of printed sticker graphics and light projections guide users to select an option for how many hours of sleep they had the previous night. Next, they stand over this selection and then proceed to follow the light projection line that appears from above their selected option. Depending on their hours of sleep selected, a level of distortion becomes evident in the line. A small piece of written information is projected after the line stops, equating their drowsiness to a scientific approximation of Blood Alcohol Content (BAC). Also included in the campaign suite is a branded Instagram profile and content, an Augmented Reality filter for social media platforms, a Spotify audio advertisement and printed posters and billboards. These aim to form a well-rounded campaign with multiple media touchpoints relevant to our audience.
Audio ad https://www.youtube.com/watch?v=1dJSqaJ0qYw
Instagram stories https://www.youtube.com/watch?v=IyMi2l0Q00A
Media: Print, screen, light, augmented reality