Round 3 of 8: November
Ross Raeburn.
CHIEF EXECUTIVE OFFICER, UM AUSTRALIA
Raeburn, CEO of UM, has spent the last 20 years crafting some of Australia’s most creative and innovative digital solutions for brands such as Unilever, Xbox, ING Direct and 20th Century Fox.
His passion for discovering genuinely relevant solutions and avoiding useless ad’s, being the consistent thread. At UM, this passion drives the agencies focus on establishing ‘Creative Connections’ across all consumer touch points, paid, earned, owned and shared and for clients such as Coca Cola, Fanta, NSW Government and Lego.
BRIEF: FATIGUE
“We need people to realise the implication of driving fatigued on short trips... Develop an idea that sits at the heart of a fully integrated plan that is spread through a combination of owned, earned, shared and paid connection points. ”
The situation.
We all know drink driving is nuts, we all know speeding is asking for trouble and we all know talking on your mobile phone whilst driving is a huge distraction. However, one of the biggest and unknown killers on the road is tiredness. Driving tired does not have anywhere near the same cultural stigma or awareness as driving under the influence of alcohol, because it's neither illegal to drive tired or often clearly visible.
Background to the problem.
Tiredness on short distance trips does not fall into drivers consideration, people don’t see tiredness as a risk. People’s lives have never been so hectic and fatigue amongst those making short journeys is increasingly becoming an issue on the roads.
These short distance trips are the journeys people are most at risk of falling asleep behind the wheel during; think the 30 minute commute home after work or driving to the shops having been up all night looking after a new born baby.
On short trips, tiredness it is not an accepted reason not to drive (“pull yourself together!”, “have a cup of coffee, and you’ll be fine”) compared to longer distance trips, even celebrated as being a strong behaviour to plough through the tiredness and, most critically, it is not illegal. Even if you’re tired there is very little perceived benefit of not driving on short trips.
The challenge.
All it takes is the driver to nod off for a split second for the results to be catastrophic to both the driver and others on the road. We need people to realise the implication of driving fatigued on short trips, how it affects their ability to drive and realise the signs and causes of tiredness, to make better informed journey decisions.
The work.
Develop an idea that sits at the heart of a fully integrated plan that is spread through a combination of owned, earned, shared and paid connection points. It is not an easy task, so try and solve the problem however you think will drive the biggest change, and help make tiredness less of a killer on roads.
Brief Deadline: End of the Month - Midnight (Pacific Daylight Time) November 30th 2015