Powerful New Anti-Distracted Driving Campaign Launched By Team One USA and FocusDriven
Public urged to create own memorials to support the cause
ITASCA, Ill., March 22, 2013 /PRNewswire-USNewswire/ -- FocusDriven and Team One USA, a full-service marketing communications agency based in Los Angeles, today launched a national anti-distracted driving campaign, in time for National Distracted Driving Awareness Month, held annually each April. The advertisements consist of compelling visuals of candlelight memorials with shortened text phrases and emoticons, including "OMG," ":-)" and "LOL."
The public will be able to share in the national advertising campaign by creating their own memorials and sharing them via FocusDriven.org's social channels, including Facebook and Twitter.
"When Team One presented us with the creative concept we knew right away it was something we wanted to be involved with," said Rob Reynolds, Executive Director at FocusDriven. "The artwork sends the message that distracted driving can be lethal. We haven't seen the message conveyed like this in anything that has been done before. These images are a powerful reminder that lives are being lost because of this behavior."
"We are honored to work with a group as dedicated to the cause as FocusDriven, who allowed us the freedom to express ourselves with such visceral images," said Chris Graves, Chief Creative Officer, Team One. "We hope that this powerful message will have a lasting impact on cell-free driving."
In addition to appearances in Seventeen, Car and Driver and Esquire's April editions, the campaign posters can also be found on the FocusDriven website at www.focusdriven.org. Through print pieces and social media activations, FocusDriven encourages cell phone victims to share their stories to help advocate for changes in attitudes, beliefs and behaviors around this deadly distraction.
"We're calling on the public to create similar images and share them with us on Facebook and Twitter," said Reynolds. "We want the public engaged and sharing the message that calls and texts can wait."
FocusDriven encourages drivers to commit to not using their cell phones while driving during the month of April and beyond. They suggest drivers silence, turn off or put their phones away in trunks or glove compartments, reducing the temptation to answer a ringing phone, text message or e-mail. Drivers also are asked to change their voicemail greeting to alert callers they may be driving.
About FocusDriven Advocates for Cell-Free Driving
FocusDriven – Advocates for Cell-Free Driving (focusdriven.org) is a nonprofit advocacy organization for victims of motor vehicle crashes involving drivers using cell phones. FocusDriven supports victims of cell phone distracted driving and families of victims. Its goal is to increase public awareness on the dangers of cell phone distracted driving by putting a human face on the disastrous impact of the behavior, in order to promote corresponding public policies, programs and personal responsibility.
About Team One
Headquartered in El Segundo (Los Angeles), California, and a division of Saatchi & Saatchi, Team One is a full-service marketing communications agency, providing comprehensive brand consultancy, strategic planning, media planning and buying, social media, brand advocacy, relationship (direct) marketing, event marketing/promotions, digital and mobile development, point-of-sale merchandising, public relations, package design and full creative and production services in all channels.
The agency has regional offices in New York, Chicago, Atlanta and Washington, D.C. Current clients include: Lexus, the Lexus Dealer Association, The Ritz-Carlton, JW Marriott, Haagen-Dazs International, HARMAN International/Mark Levinson, 2K Games, Anaheim Ducks/Honda Center, Bombardier Flexjet, American Express, and CBS Watch! Magazine. Team One also works with a handful of nonprofit organizations, including FocusDriven, The USC Shoah Foundation Institute, Fair Chance and Heal the Bay.