THINK!

www.dft.gov.uk/drivingchallenge

The “Driving Challenge” builds upon a film made by the University of Illinois 10 years ago to demonstrate the psychological principle of inattentional blindness. Essentially, the interactive game uses this concept to directly demonstrate that your driving is impaired when talking on a mobile phone, either hand held or hands free. In fact, the game reveals that if you use your mobile phone whilst driving you are four times more likely to crash! Its whole aim is to encourage drivers to be more vigilant.

Take the test!

Credits

Client: Department for Transport

Agency: AMV BBDO

Creative: Gary Hoff, Stuart Woodall, Sean Vrabel
Account Management: Kate Gault, Giovanna Cucchi, Olivia Browne

Digital Producer: Nicola Davies

Web Production: iCG

Film Production: Brick and Pin

Director: Richard Topping
Exposure: Online


Thanks Nicolas Davies to Show me this.
IT was great to take the drive and do the test...i didnt missed the space bar question...I even saw the rabit...but i couldnt count the pedestrians at all... so im not part of 19% of people who passed the test...

=(

Its important this kind of campaigns...

Congratulations