New films use humour to engage with ‘careless road users’
The three films were shot in the Kings Norton area of Birmingham, using a cast and crew of predominantly local young actors and actresses, stunt drivers and motorsport camera operators. They were created on behalf of the WMRSG by B3 Creative and Napoleon Creative.
The films use the strapline, ‘If you knew how we saw you, you’d act your age”
James Marsh, managing director of B3 Creative, said: “Young people can tire of being told by their ‘elders and betters’ that what they are doing is wrong. Well-intentioned advice can come across as hectoring and end up being counter-productive – young people simply tune out.
“However, an approach that has been shown to consistently work with young people is humour. The Advertising Standards Authority produced an interesting study on it a few years ago.
“So, when we were asked by the WMRSG to pitch for this work, we knew humour was the way forward. It certainly echoes our philosophy of The Three E's - Engage, Entertain and Educate.”
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