#CampaignRadar: Texting death in Namibia
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To drive awareness of one of the leading causes of road accidents, texting and driving, ad agency Advantage Y&R was tasked with creating a campaign for MTC, Namibia’s largest telecommunications provider. According to the World Health Organisation, Namibia is ranked first in the world in terms of the number of road deaths per 100 000 residents.
The campaign concept centres on Death having the final say on a text message. To make the idea pop visually, the agency decided to use a linocut — a traditional and popular art form in Namibia — which was created by well-respected local artist, Petrus Amuthenu.
The campaign targeted anyone with a mobile phone and flighted in the form of posters and print ads. It started its run over the festive period, which is when road accidents traditionally hit their peak, with the posters due to stay up throughout 2019 to keep the message top of mind.
The original linocut was donated to MTC.
Agency: Advantage Y&R, Namibia
Account directors: Carolina Medeiros, Truda Meaden
Creative director: Toufic Beyhum
Copywriter: Carl Gough
Illustrator: Petrus Amuthenu
Art director: Andrej von Walter
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