Drive badly and you could be doing time with mum!

12 August 2016

Sometimes, ads warning of the risks of reckless driving don't have to resort to shock tactics to get their message across. This humorous set of ads from Western Australia's Road Safety Commisson targets younger drivers by warning them of the consequences of losing their license -- they might have to endure three months of being driven around by a parent.

The "Time With Mum" campaign, by 303 MullenLowe Perth, follows Nate, a young guy who has lost his license, as he endures various indignities in the passenger seat. These include listening to Mom singing along to the radio (as seen here), a super-awkward moment with his girlfriend, listening to Mom and Grandma's conversations, and having to wait as Mom signals at an interesction for what seems like forever.

The ads, which were directed by Tony Rogers (director of TV series "Wilfred"), will play out over 12 weeks to give young viewers the experience of a real-life license suspension period and will be supported by social posts from "Nate," as well as TV, cinema, radio and outdoor.

Have a look at two examples below and tell us what you think of this campaign in the comments.

Do you think this campaign is effective at getting young people to drive more safely?

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