# data[].attributes.attachment_link.title
The Carvin Family: Life without Zoë (full edit with subtitles)

# data[].attributes.attachment_link.description
11 years ago, the Carvin family lost a loving mother and wife. Paul, Emily and Ben share their heartbreaking story about how one driver texting at the wheel changed their lives forever. Nothing is so important it can't wait. THINK! Put your phone away. http://think.direct.gov.uk/mobile-phones.html

# data[].attributes.attachment_link.description
To highlight the risk of using your handheld phone while driving, we have collaborated with the AA Charity Trust to create a film that shows texting and driving is more dangerous than drinking and driving. http://think.direct.gov.uk/mobile-phones.html

# data[].attributes.headline
OTHER AUDIO ADVERTISEMENTS USED IN MOBILE PHONE AWARENESS CAMPAIGN

# data[].attributes.subject
OTHER AUDIO ADVERTISEMENTS USED IN MOBILE PHONE AWARENESS CAMPAIGN

# data[].attributes.headline
Think! Mobile Phone Awareness Radio Advert

# data[].attributes.subject
Think! Mobile Phone Awareness Radio Advert

# data[].attributes.body
This Radio ad was made purely to raise awareness of the law and penalty change for driving while using your mobile phone. There are no shock tactics and no videos that are tough to watch, it’s just an easy, laid back informative advert. One reason for this is because if there are any loud noises or shocking information, it may distress or distract a driver who may be listening to the advert while driving which may lead to an accident, going against the aims of the Think! Mobile phone campaign.

The advert relays the facts to the listener, informing them that the law on using a mobile phone while driving and that the penalty has now increased to 6 points and a £200 fine. This connotes that this fact is not known among everyone and many people are still not aware of the changes. By Think! using this advert as a chance to raise awareness of the changes they are also using it as a way of urging drivers that road accident caused by people being distracted by phones is on the rise and increasing rapidly!

There are minimal sound effects (SFX) in this radio advert. This is unusual as most radio adverts use SFX to make up for the lack of imagery. However, if there was a lot of SFX noise in the backgorund the listeners focus will be altered and will not be 100% focussed on what has been said. The only SFX used are the slight noise of a car being driven and the closing of a glove box which could resemble what could easily be the end to the ignorance around the dangers of using a mobile phone behind the wheel if people just listen and take action.

The voice behind the advert is Channel 4’s F1 presenter Steve Jones who is quite a well known, and trusted presenter on the TV and has a recognisable voice, so many people may recognise his voice in the advert enticing them into listening in. Knowing he is a well known presenter will also reign in a bigger audience to the advert as it is also available online to listen to at any time as well as on the radio where people can listen to the ad as many times as they like meaning fans of Steve Jones can listen as many times as they like and even share it with their friends, expanding the reach of the message even more.

Steve speaks very softly throughout the advert and this could be to ensure drivers listen to the advert and by using a soft voice, it will encourage people to turn up the volume and listen to what is actually being said instead of dismissing it.

The way the radio advert is written makes the listeners think that the voice is talking directly to them, addressing them as individual people. This will create a connection between the driver and the voice on the radio as it becomes personal by using the word ‘you’ repeatedly. Addressing the audience directly will help get people to realise they are important and gently manipulate listeners to change their ways as they feel Steve is advising them instead of telling them and that if they put their phone in a glove box they will be helping themselves by saving 6 points and a £200 fine.

When listening to the words used in the advert, as well as the use of ‘you’ to address drivers as individuals, there are a few sneaky techniques used to help encourage drivers to put their phones away. There is a line that says ‘the trouble is, a lot of us are addicted to our phone’ where Steve talks like he is like most other drivers. This makes the listener relate to Steve as they believe they are not the only ones who are addicted to their phones and if others can put their phones in the glove box while driving, so can they.

In this line, the word ‘addicted’ is stressed. This suggests that it is becoming a serious problem and Think! Are craving for people to change as if they are sick of people being ignorant to their message as their campaign is yet to make a positive effect on the amount of road accidents caused by the use of mobile phones.

Towards the end of the radio advert, there is a use of emotive persuasion. ‘Maybe even save a life’ is Think!’s last attempt to encourage drivers to change their habits with the advert. This suggests how simple it can be to save a life, giving people a motive to change as maybe believe they could be considered a hero if they can prevent a life from being taken.

# data[].attributes.attachment_link.description
A 30 second advert, voiced by Channel 4's F1 presenter, Steve Jones, informs listeners about the tougher penalties for using a handheld mobile phone and offers advice about where to put your phone while driving -the glove compartment.

# data[].attributes.body
This print advert for the Think! Mobile phone campaign is very simple but this is all it needs to be as this particular ad is a way of persuading people to keep their phones in their glove box. If they make too much of an effort people may feel forced and do the opposite of what Think! Want and use their phones more. In this circumstance, less is more.

The contents of the glove box and the text saying ‘Make the glove compartment the phone compartment’ are all directly in the middle of the frame and are central. The reason for this is to make the poster eye level and to follow people's natural eye movement so first, they will see the text, then they will see the phone in the glove box and understand what the poster is telling them. The short snappy phrase is a quick way of portraying a message. Young adults of today do not read as much as past generations so by including a language technique (repetition) while still using minimal text will help bring more attention to the poster.

All the text in the image is in bold white text, this is so it stands out from the background image as it is the most important feature of the poster. The phrase ‘Make the glove compartment the phone compartment’ is the largest piece of text on the poster. This suggests the importance of what is written and they are advising people on how they can break the habit of using a phone while driving.

Situated in the bottom right corner of the poster is the Think! Logo, it is not very obvious but is still noticeable, this is so no attention is taken away from the main image. The text below the Think! logo is small but one word is larger than the rest. ‘Away’ is in larger text than the rest to ensure it is seen, connoting the importance of how desperate Think! are to spread the awareness of the unknown dangers of driving and using a mobile at the same time.

In the glovebox, there are items that are relatable to the target audience of the campaign. There are items such as a large touch screen mobile phone that are very common with young people today, loose change, lipstick, diary and a purse. However, looking at the contents of the glove box the items do seem more relatable to females as there is a pink lipstick and a bright yellow diary, suggesting that this poster is more aimed at female drivers than men, which makes up for the fact that the video advert is targeted at men.

# data[].attributes.body
The radio advert created for the Mobile Phone campaign is voiced by Channel 4’s F1 presenter, Steve Jones who is regularly on the TV so his voice is well known to some. To avoid complaints to the ASA according to code 2.5 and to avoid listeners recognising his voice and thinking he is live on the radio as a guest on a show there are statistics mentioned in the short 30-second clip. Also, the way he speaks in the advert is different to his normal voice he uses when presenting F1, which also tells people he is speaking out of context. Another thing in the advert that alerts people that the clip is in fact an advert for the Think! mobile phone campaign is one of the last words Steve says. At the end he says 'Think!' which is something people instantly recognise and relate to the Think! campaign.

# data[].attributes.body
Despite the element of surprise in the video advert for added effect, code 2.3 states that the use of a title or logo must be used to allow the audience to quickly recognise that the message is an advertisement. To meet with the ASA half way, while keeping the shock tactic, the Think! logo appears right at the end of the video. The logo may not appear as early as the ASA may like but it still appears to avoid any possible confusion which is all the ASA really want.
In the radio advert, it is exactly the same, the name of the campaign is mentioned, but right at the end. Once again this is ok as the statistics and facts mentioned throughout the clip make it pretty clear what the intentions of the ad are.

# data[].attributes.body
The radio advert for the Mobile phone campaign is very basic and softly made. This is to comply with advertising code 4.5 which states that ads must not include any sounds that may cause a safety hazard. The only sounds in the entire ad consist of Steve Jones talking softly, the noise of a car in motion quietly in the background and the closing of a door at the end of the clip. Even though this was done to comply with the code 4.5 it was also done to represent the reason behind the ad. The radio advert is purely just a simple reminder of the new law put in place and to give drivers a simple solution to their phone addictions.

# data[].attributes.body
As Think!'s target audience for their Mobile phone campaign is aimed at men between the age of 15-29 it makes portraying the message of using a phone behind the wheel slightly harder because they need to ensure their advertisements are suitable for all ages, including under 18's according to code 4.1. Think! have gone about this with their video by setting up their message like a comedic walk-through the day in the life of a guy who is obsessed with his phone, spreading the message gently throughout the whole video and preparing their audience for the shock ending. With the radio advert, Think! made the advert suitable for under 18's by portraying the dangers of using a phone while driving through facts and statistics to widen listeners knowledge on exactly how dangerous multi-tasking with a phone at the wheel can be.

# data[].attributes.body
Throughout the campaign video there 2 references of popular people and programmes which could clash with advertising code 6.1. The first mention was a show called 'Game of Gnomes' which is an obvious name play on the popular TV Series 'Game of Thrones'. The reason behind this would have been because UNILAD and Think! would have failed to get permission to directly reference the show, and therefore would be going against code 6.1 if they went ahead and used the actual name, , so to make things legal but still current to help attract their target audience they put a twist on the title to avoid copyright and to ensure their viewers got the reference they re-made common practices that happen in the actual show; sexual scenes and dragons.

The second reference was to a young girl who became internet famous after she said 'Cash me outside' to Dr.Phil on TV. This became a catchphrase/meme across the internet shortly after. At the time of the video's release, it was very popular which is why it was added. I can't say for definite why the reference to the girl was allowed and it wasn't altered, I can just presume that either she gave Think! permission to use her catchphrase or because her actual name was not mentioned and it was just classed a popular phrase of that current time.

# data[].attributes.body
To allow the video advert show above to be suitable for any audience at any time Think! have had to consider carefully how they could show someone being irresponsible with their phone behind the wheel without it influencing viewers to do the same thing. Apart from the final scene where the man is live streaming himself while driving there is no other sign of negative behaviour that could possibly condone people to do the same. However, that final scene was purely added to the video to show the consequences of using a phone while driving, so at the end the driver crashes, stripping away any chances of a viewer wanting to copy the man by choosing to live stream behind the wheel as they have just watched what can happen if they do.
The same goes for the Print advert. It does not contain material that shows the use of a phone while driving, it just shows where to put a phone. With the phone having a black screen it suggests that the mobile phone is off, this is also to ensure there is no way they are condoning or encouraging people to use their mobile phones while behind the wheel.

# data[].attributes.body
Code 3.1 in the ASA advertising codes states that 'advertisements must not materially mislead'. However, the whole idea behind the Mobile phone campaign poster show above is rather misleading as it could be misread. Due to the fact that the glove compartment is open in the advert, people could see this as Think! saying aslong as the phone is not in your hand it is ok, it can be in the glove compartment but you can keep it open like they have. This is quite a stretch in reasoning but it is a possility as people can use anything as an excuse, when they get caught, as to why they was using their phone while driving, including saying that they saw this advert and must have taken it the wrong way.

# data[].attributes.body
Ofcom regulates TV, Radio, and Video sectors and their mission is to make sure that UK citizens get the best out of their services.

However, Ofcom has more of a range of responsibilities compared to the ASA. Ofcom cover things such as broadband and high-quality TV, but they also have a responsibility on keeping those watching TV and listening to the Radio free from any harmful or offensive material. They also make sure those in TV and Radio are treated fairly. This is rather important as many forget that even actors and radio stars are treated unfairly at least once in their life.

The main difference between Ofcom and the ASA is that Ofcom does not regulate adverts, just the contents of shows.

Ofcom is not as important when it comes to the Think! ad campaign as it does consist of just adverts but they still need to be considered as some of the campaign ads are videos and radio segments.

# data[].attributes.body
ASA (Advertising Standards Authority) is an independent advertising regulator, which means they are not tied to the government. They ensure that ads across the UK follow and continue to follow the Advertising codes they have put into place.

The advertising codes are not just written by the ASA,  but written in conjunction with CAP (Committee of Advertising Practice) who is ASA's sister organisation who's main role is to write the codes of practice. Whereas the ASA's main responsibility is to ensure ads follow the codes written by CAP and to take action if they do not.

The ASA respond to concerns and complaints from both businesses and consumers and investigate any allegations of misleading, harmful, offensive or irresponsible material, and can go as far as to ban an advert until it has either corrected it's faulting or made a completely new ad. However generally, if an advert was not up to ASA's standards they would initially start with making the company/business aware and give them a warning and time to change it. An advert would only be banned as a final resort.

Think! campaigns will be one of many advertising campaigns that the ASA will be watching closely due to the fact that they know that the message Think! want to relay may resort in some material that cuts it close to the limit of what you can show in an advert.

# data[].attributes.headline
Think! & UNILAD Mobile Phone Awareness Collaboration

# data[].attributes.subject
Think! & UNILAD Mobile Phone Awareness Collaboration

# data[].attributes.body
This video advert was created in at the beginning of 2017 raise awareness of the dangers of using a mobile phone while driving collaboration with the most popular Facebook publisher, UNILAD. A large number of their 28,000,000+ followers are of the target audience age of 15-29 year olds and 90% of their entire audience are on mobile so when/if people see this video there is a high chance they would be watching on their phone, increasing the effect on the audience which will be one of the reasons why Think! decided to team up with UNILAD. UNILADS large following will also be another factor into the collaboration as it will help spread the awareness on a wider scale. Another thing to consider is how influential UNILAD are on social media, which is important as one of the main distractions on phones now is social media which will connote to people that if the largest Facebook publisher is asking people not to use their phones while driving, then maybe it really is a high-risk habit.

Throughout the video, it shows an attractive young man going throughout his day, constantly using his phone. A handsome young man has been used to attract a female audience to the video, as just because the main target audience for the campaign is young males, Think!'s ultimate aim is to make as many people as possible aware of the risks and by using an attractive model to attract more viewers will help achieve this objective.

Current popular mediums such as Facebook Live, Game of Gnomes (word play on Game of Thrones) and Memes are also used to bring in a bigger audience. This technique connotes that the advert is aimed at a young audience as this is what most youths were watching and using at the time of the video's release, making the viewer relate to what the man in the video is talking about while making them laugh, causing them to be unaware of what the actual message of the video is. Towards the end of the video as the man is using Facebook Live (where he was, in fact, live streaming everything you could hear him saying in the video) it is filmed like how an actual Live video would be filmed, by the man himself, even if that is just an illusion it just helps make the video seem more realistic and relatable.

As well as using humour and popularity in their favour, Think! also used a deceiving tagline around the video; "We all have a mate that never puts their phone down" This will lead people to believe the video is one of many funny, relatable videos that UNILAD shares daily. This implies that Think! never want people to for-see the hidden message behind the video, because if people knew what is coming, the impact is lessened dramatically.

Rough cuts and low budget acting will help entice viewers as the video seems home-made, which generally attracts people's attention. Looking at the shooting of the video itself, quite a lot of scenes are shot at a low angle, particularly the close-up scenes where the man is on his phone, this is to make the audience feel more involved in the video as it suggests the man is looking at the viewer, making a connection between the man in the video and the audience which would lead to the end of the video becoming more of a shock as people feel like they got to know that man as it takes you through his daily life where he does everyday things that many people do such as going to the gym and watching their favourite TV show. One of the reasons that the man's daily life is shown in the video is to humanise him, signifying to whoever is watching that he is just like them and what happens to him can happen to anyone. Judging by the activities the man does throughout the video (hanging out with his girlfriend and lifting weights at the gym) I would say this video has a specific target audience of young males because men would stereotypically relate more to what he gets up to.

Whilst alerting people of the dangers that come with using your phone while driving, there is also a less obvious message that may not be obvious the first time round. Every scene involves the man on his phone and in every scene, something negative happens in his life, whether it be his girlfriend becoming annoyed with him because he is always on his phone or how his phone made him lose his job. Despite all the bad things that happen he refuses to believe any of it was his fault, which hints at the fact that it isn't common for drivers who cause accidents because they have used their phone while driving to claim they were at any fault because they are not educated enough to understand that it is impossible to multi-task while driving. Although these happenings are softened with the use of humour, it still connotes how sometimes mobile phones can cause a negative impact on people's lives even when you are not in a car.

During the final scene of the video, the man says "you might not hear from me for a while". This lead me to believe this was a pre-warning of what was going to come. In context, it seems like the man is talking about what will happen if he gets his job. However, this could easily connote that if a driver is involved in a road traffic accident because they were on their phone then people "may not see them for a while" because they would either be injured, dead or imprisoned due to their irresponsibility.

Even thought this advert is not on the Television so there is no watershed, I would say that even though the video is surprising and does use shock tactics if it was on the Television it could be shown at any time as there are no visible signs of misconduct apart from the fact the man is driving and filming at the same time. There is no offensive language, drink or drug abuse or any material that could be considered harmful. The only scene that could cause a problem is when 'Game of Gnomes' is on and two gnomes appear to be having sex but it is unclear.

# data[].attributes.attachment_link.description
Do you have a friend that's always on their phone? Share this film with them - it could save their life! THINK! put your phone away. UNILAD

# data[].attributes.body
The mobile phone campaigns target audience is White, British Men between the age of 15-29. The target audience for the entire Think! campaign as a whole was aimed at male drivers under 30 as they are the core target audience when it comes to poor driving behaviours and habits. However, when it comes to the issues with mobile phones, the target audience is more specifically aimed at the younger demographic. This is because using mobile phones with older drivers isn't as much of an issue. This is mainly as older people aren't as reliant on Mobile Phones and don't tend to have FOMO (Fear Of Missing Out).

People from the Millennial and Snowflake Generations who were born into technology and grew up as digital natives are the general communication target for the campaign. Younger males tend to exhibit the behaviour of using a mobile phone whilst driving more frequently than others. The class of the target audience ranges across several demographics. Those from lower and middle-class backgrounds who tend to work in a job that relies on driving around a lot, such as a plumber who tend to be in the car with their phones for a long period of time should be targeted as they are less educated on the dangers, as well as people of higher class who have well-paid jobs and feel pressurised to take calls and organise their business from their phones while driving. I would also say those who have a non-religious background are also in the campaigns target audience as those who don't have something/someone higher to respect and follow are more likely to abandon all sensibility and act irrationally.

With the mobile phone campaign being aimed at a younger audience, the awareness techniques are more online based compared to some of the other campaigns Think! have, for example, there is a Driving challenge online game where participants are asked to multi-task while in a driving simulation, with the outcome showing them it is impossible to do something can still have full concentration on the road.

# data[].attributes.body
The Think! mobile phone campaign began in 2009. Mobile Phones were added to the list of public service campaigns covered by Think as mobile phones were becoming an ever increasing problem on the road, causing many accidents and deaths.

The aim of this campaign is a public service campaign, primarily to make people aware of the dangers associated with mobile phone use while driving. The adverts are there to encourage drivers to change habits and think about their actions of using a phone whilst driving, it is also making them fully aware of the consequences of their actions. One of the adverts I analysed had a double-pronged approach to their message, this was; teaching people not to call those who they know are driving. Not to tempt drivers by calling them, as the person on the other end of the phone is held just as accountable if anything were to happen.

It has been illegal to use a mobile phone whilst driving since 2003, when they started to gain mainstream popularity. However, in recent years, people have become so dependent on their phones, whether it be to talk to people or find out where they are going, they almost forget how distracting and dangerous they are. Despite the use of a mobile phone becoming illegal while driving back in 2003, the amount of illegal usage has increased dramatically in the last 2 years. In 2014 the use of handheld devices behind the wheel was 8%, by 2016 it rose to a shocking 31% and these are exactly some of the statistics that Think! aim to share with people. The objective of this specific campaign is simple; to educate the audience to not use their phones whilst driving and the impact and potential end result if they do (death, criminal proceedings etc). Overall they aim to reduce the number of road traffic accidents caused by mobile phone usage. Think! have taken on the challenge!
However, since 1st March when the law for using a handheld device while driving changed to make the penalties more severe (It’s now 6 points and a £200 fine) Think!'s mobile phone campaign aim has changed slightly as now they are more focused on raising awareness of this new change.

# data[].attributes.body
Think! is a campaign that purely exists for the sake of people and their safety on the roads. They provide road safety information in the hope that they can encourage safer behaviour and reduce the amount of deaths and Injuries caused by road accidents every year. Think has a very wide target audience as they create adverts for both adults and children. They use shock tactics and emotive language to get people to take notice of their message. Think! have multiple separate campaigns under one overall road safety campaign but I am going to be focusing on one particular campaign under the umbrella of road safety. I have chosen to focus on mobile phones seeing as they are relevant right now.