Your Mission: Create a design for a billboard advertisement to encourage safe driving.
Your Audience: Young drivers who are new to the road.
Your Topic/Brief: Stop distracted driving, specifically texting while driving. Young drivers are often overly confident in their own abilities to text and drive, but think it's dangerous when others engage in this behavior. People think they are the exception, but no one is special enough to text and drive.
A lot of texting and driving prevention creative uses scare tactics or preachy messaging that addresses the consequences of texting and driving (crashes or death), but we want you to address what motivates people to think they can safely text and drive. And, like drivers, billboards are better when they are focused and without a lot of clutter. Please limit your design to a clear image with 7 words or less. Please note that you should not include logos or branding – or mention of logos or branding – in your video, design, or radio spot.
Why: Prevent car crashes and deaths.
How: You have creative license. Just be sure your work is in good taste.
If your entry is selected, your work may be turned into a professional public service billboard by the Ad Council and shown on billboards across the U.S. courtesy of Clear Channel Outdoor. You must be a high school junior or senior between the ages of 14 and 20; or a full-time undergraduate college student between the ages of 15 and 25, to participate. If you are under 18, your parent or legal guardian must sign an eligibility form (we will contact you).
A) Ability to capture the attention of others, specifically, the attention of your peers. Persuade others to alter driving habits. Your design must resonate with teens and young adults and move them to action.
B) Clarity of message – it must be understandable and well-structured.
C) Creative expression – put your personal stamp on it and make it unique.
D) Your design should be of good production quality.