Transport for NSW is the state department of the Australian Government devoted to making the road a safe place.
In 2013, they wanted people to break a common but very dangerous habit. Using their phones while driving. A new law places heavy fines on this action, but they wanted to reach the younger audience with a less heavy-handed message.
So we came up with a slogan “Get Your Hand Off It”. It’s a phrase anyone of any driving age can understand and be comfortable with using to their friend, colleague or family member, to tell them it’s not okay to text, call, Facebook, Snapchat or whatever while driving.
After the slogan, our next step was to create a song, something fun that helped to get the slogan into the minds of our target audience – young people. A couple of great music composers at Trailer Media, were responsible for transforming a message, an insight, and dozens of lame excuses, into a funny and catchy tune.
The song was released to major radio stations to be played amongst their regular playlist of top 40 hits.