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D'Arcy uses computer graphics in DTLR drive.(Department of Transport, Local Government and the Regions campaign for road safety)(Brief Article)
D'Arcy has produced a set of computer game-style posters for the Department of Transport, Local Government and the Regions, which it hopes will convey to teenagers the importance of road safety.
'Game over', '0 lives left' and 'you lose' use imagery most young people associate with computer games. The posters capture how easy it is to be involved in a traffic accident by not paying attention.
Following the agency's recent 'my house' cinema commercial for the DTLR, the posters also promote the statistic that traffic is the biggest single killer of 12- to 16-year-olds. Last year, 15 11- to 15-year-old pedestrians were killed and more than 8,500 injured on the roads, despite being taught safety awareness from an early age. Research has shown that using gaming vernacular, and showing when players are beaten, is a powerful way of illustrating to ...
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