DGT Reminds Drivers They Are Not Alone in Road Safety Campaign
The way we relate to each other is changing, becoming less empathetic and more individualistic. This results in an increase in reckless attitudes behind the wheel that can pose a danger and produce accidents. More than 40 million trips a day, and still some people think they're alone on the road. Taking this reality as a reference point, the new DGT campaign devised by Accenture Song seeks to remind drivers, in an ironic way, of the importance of thinking about others, encouraging them not to think they鈥檙e alone when they鈥檙e driving.
To strengthen this ironic and, at the same time, reflective tone, the message is conveyed in the form of a song, a version of one of C茅line Dion's greatest hits 'All by Myself', translated into Spanish as 'Solo otra vez'. With this popular tune in the background, we see the protagonists engrossed as they drive, oblivious to everything happening around them, suggesting that, when we feel alone on the road, the endings may not be happy.
Jaime Diez, brand director at Accenture Song said, "Strategically, it seems very fitting that, at a time of great social tension, uncertainty, bad international news, and with all of us counting the days to go on vacation and unwind, the DGT has opted for humour and irony in this awareness-raising message for Easter Week."
The 360掳 campaign, which premieres today on television, continues to work towards the objective of raising awareness in society about reckless driving, especially at a key time of year, Easter Week, when the number of trips made is greater. In addition, there are ads on the radio, in the press, cinemas, outdoors, and in digital media, and content promotion on the social networks.
