Time With Mum

Background

The target audience was predominantly 17-29 year old males living in metro areas, a group of drivers more inclined than others to drink drive, use their mobile phones while driving and not wear their seatbelts. Research showed that they didn't see their risk-taking behaviour as a road safety issue. The threat of injury or loss of life was seen only as a distant consequence compared to losing their licence or being fined. Therefore, a film was developed based on the daily reality of what it meant to lose your licence.