Music videos with a torrent of social comedy call young Aussies to “Get Your Hand Off It’ and stop using their mobile when driving

Our young audience was notoriously difficult to communicate road safety messages to. They didn’t see the big deal of using their mobile phone while driving, easily switching off from traumatising government messaging. Young Australians love music but style and taste is subjective and varied, so we produced three comedic music videos based on the genres of music listening data told us audience they loved. Using rock, hip hop and country, we created a central character to share hilarious stories filled with innuendo showing real consequence in a stylistic and playful way. Underlying our comedy was a powerfully memorable campaign message, when you’re behind the wheel “Get Your Hand Off It”.