Every year TOUCH partners with YASA (Youth Association for Safety Awareness) to promote road safety awareness with the slogan 'Don’t Text & Drive'. In the spirit of touch’s brand promise 'A new world', they approached this safety message in a completely new way. Instead of promoting the negative consequences of texting & driving, it will highlight the positive consequences of NOT TEXTING & DRIVING. By providing a solution to the problem of texting and driving, the campaign will hopefully encourage people to change their behavior.
Touch has found that communicating with the youth through music has proved highly effective and popular, as noted by the successes of both the ‘In My New World’ and ‘My Plan’ campaigns of 2012, where the youth took the song and adopted it as their own. It was natural therefore for touch to retain their DNA and launch 2013’s safety message through a unique, music inspired concept. DON’T TEXT. WHISTLE & DRIVE.
The bi-lingual (English & Arabic) awareness campaign, speaks to the youth through a song. The song explains - in a light and positive way - that every time you have the urge to text & drive, you can ignore your phone by whistling instead, making it a safer world for you and everyone around you.
DON’T TEXT. WHISTLE & DRIVE targets young people – both visually and in their message - to ensure a safer driving experience.
TVC Credits
Campaign: Don’t Text. Whistle & Drive
Agency: JWT Beirut
Client: touch Lebanon
Lyrics: JWT Beirut
Production house: Signature Productions
Director: Harvey Brown
Post production: Alleycat
Music: Philip Khayyat
OOH Credits
Design: JWT Beirut
Model making: Ink Studio, Brussels