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DfT adopts user-generated concept for road safety drive.(Department for Transport contracts with Viacom Brand Solutions Ltd.)(Brief article)
A group of teenagers will create the next UK ad campaign for the Department for Transport's Think! initiative.
Viacom Brand Solutions and Carat, the DfT's media agency, have joined forces to produce a strategy that will see 18 competition winners take part in every step of the creative process, from initial brainstorming to finding a location, casting and production.
The whole process, which bids to highlight the problems of road safety to teenagers, will be shown on MTV.
Starting on 18 March, recruitment spots will be run on the channel that will lead viewers to a website - www.mtv.co.uk/think - where they can download a brief.
The 18 respondents with the best ideas will then be invited to enter a brainstorming session, ...
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