” If through the viewing of this viral video
we will have saved even one life,
we will have achieved a great goal. »
(Giovanni Sapere — Art director — CEO & Founder Creatiwa Studio)
It is called “When driving, use your head.” the latest viral video by Creatiwa Studio. Our communication agency aims to use its creative skills in the creation and promotion of socially useful videos.
Creatiwa’s viral videos are indeed designed to involve the user, in the case of social issues, to highlight the issues of great value that can have an impact on the lives of citizens and the overall development of social relations. The themes concern both individual and collective behaviors and range from road safety to food behavior, from bullying to violence against women.
The aim is to contribute to the civil growth of our society by making people reflect and raise awareness on issues that in everyday life seem at times obvious and predictable.
It is with this purpose that Creatiwa Studio has created, under the patronage of the Italian Association of Road Victims and Families, “When driving, use your head.”, a video that aims to raise awareness among motorists about the dangers of using a smartphone while driving.
According to the latest data released by Istat and relating to road accidents occurred in 2015, we find that the accidents that caused harm to people were 174,539 and caused 246,920 injuries and 3,428 victims.
The truly alarming fact is that for the first time in fifteen years the number of road deaths has increased again, registering a +1.1% compared to 2014. Even worse is the figure for seriously injured people, which rose from 15,000 in 2014 to about 16,000 in 2015, an increase of 6.4%. Istat notes that among the most frequent misbehaviours, even before the failure to respect the safety distance and excessive speed, there is “distracted driving”.
Creatiwa Studio believes that this terrible turnaround in the decline in fatalities and serious injuries in road accidents is mainly attributable to the spread of smartphones and the habit of chatting while driving. This behavior, absolutely irresponsible, is much more dangerous than the simple phone call and unfortunately it is spreading like wildfire for some years now.
This belief of ours is unfortunately supported by the picture outlined by ACI, which attributes to distraction 75% of road accidents, indicating cell phones and smartphones as one of the main causes. The data is obtained by reworking Istat data and analyzing more deeply the causes of accidents. For example, an accident formally attributed to non-compliance with road signs can be traced back to distraction just in case the driver does not respect a stop sign or crosses a red traffic light.
Chatting while driving means diverting attention from the road even for a few seconds, which are enough to cause irreparable consequences. In other words, if we are on the highway at 120 km per hour and we take our eyes off the road for only 5 seconds, we travel in the dark about 167 meters in which we are not able to face any unexpected events.
We used a promotional video of the Tesla, the well-known car equipped with automatic pilot, made available for non-commercial purposes, as you can read on the Twitter profile of Hans Noordsij, who first published the video on the net.
The choice fell on this video also because it allows to contrast two possible uses of the technology: on the one hand the one applied to a car that is able to avoid an accident and on the other hand the one of the smartphone that if used improperly can have fatal effects. The technology itself is aseptic. It can improve the quality of our life or even save it, but if we use it in a distorted way it will backfire on us with devastating effects.
“When driving, use your head.” lasts about a minute and a half and is divided into two parts.
In the first part, subjectively, a car drives along the highway. During the journey, the driver witnesses an accident in front of him.
In the second part of the video, applying a concept that characterizes all Creatiwa productions, the reason for the accident is shown in flashback. In fact, it turns out that all drivers on the highway are driving using their smartphone (who is on Whatsapp, who is on Facebook…). In particular it shows the conversation between the driver of the car that suffers the accident and his interlocutor who, at the end of the video, turns out to be his wife. Despite the accident, the wife continues to write; only afterwards she worries about her husband’s non-response and tries to call him. But now it is too late.
At the end of the video appears the words “When driving, use your head.”, and some data about traffic accidents caused by the use of the smartphone.
The video is deliberately built with strong images and texts, able to emotionally affect the viewer in order to make him/her aware of the dangers of using the smartphone while driving.
“When driving, use your head.” was made with the aim of saving lives. If through watching this video we have saved even one life, we will have achieved the goal. “We have put our skills and abilities in the field of communication to public service and social service,” says Giovanni Sapere, creator, CEO & Founder of Creatiwa Studio.
“When driving, use your head.” is a viral video for social purposes made by Creatiwa Studio under the patronage of the Italian Association of Familiars and Victims of the Road (AIFVS onlus).