| London International Awards 2014 | ||
|---|---|---|
| Radio & Audio | Public Service/Social Welfare | Bronze Winners |
Radio & Audio
Public Service/Social Welfare
Bronze Winner
Entrant: George Patterson Y&R, Brisbane
Anti-Drink Driving
"Radio Breathalyser"
Aired on Radio Station:
Corporate Name of Client: Nova 106.9FM
Agency: George Patterson Y&R, Fortitude Valley
Chief Creative Officer: Ben Coulson
Creative Director: Brendan Greaney
Copywriter: Samuel Boyd
Agency Producer: Robyn Dodd
Production Company: Cutting Edge
Producer: Carley Mcconnell
Sound Design Company: Cutting Edge
Sound Designer: Mike Lange
Group Managing Director : Phil McDonald
Agency Client Manager: Katherine Frost
Art Director : Shaun Egan
Description of the Project:
Easter is a notorious period for drink driving in Queensland, Australia. Last year 454 drivers were caught over the legal alcohol limit and 25 Australians died on our roads. To help reduce the road toll we created ‘Radio Breathalyser’ - a real-time drink-driving test in the form of a radio ad. UK research shows that drinking alcohol can temporarily dull your hearing, making it harder to hear low frequency sounds. It’s one of the reasons people tend to speak louder the drunker they get. The radio ad was transmitted with a low frequency sound playing underneath.