in Cause

August 11, 2017

The Swans encourages young drivers to put their mobiles out of sight in new campaign via Gemba

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Young drivers are urged to ignore the distractions and get their hands off their mobile phones before getting behind the wheel.

As part of an education campaign with the Sydney Swans via Gemba, Transport for NSW has released a new video to highlight the risks associated with young drivers and their ‘always on’ approach to social media.


Roads, maritime and freight minister Melinda Pavey said mobile phone distraction is an increasing problem on our roads, particularly among younger drivers who are less experienced at anticipating or identifying the level of attention required for safe driving.

Says Pavey: “It’s important to point out that at 60km/h, if you look at your phone while driving for just two seconds, you travel 33 metres blind.”

A national study also revealed that more than 75% of provisional licence holders self-reported the use of their mobile phone while driving.

Last year, 38,894 infringements were issued for illegal mobile phone use in NSW.

Says Pavey: “The consequences of using a mobile phone while driving are devastating and sadly it’s not just killing and injuring those who are illegally using their phones but putting innocent people at risk of lifelong injuries and death.”

In NSW, it is illegal for novice drivers to use their mobile phone at all while driving including the GPS functionality, so it is important that notifications are off and the phone is out of sight and out of mind.

Says Pavey: “The Sydney Swans, who are ambassadors in the sporting community, have helped highlight this road safety problem and we thank the players involved for their support.”

The story behind the video came from within the Sydney Swans camp with players Kieren Jack, Sam Reid, Callum Sinclair and Heath Grundy throwing their support behind the potentially life- saving campaign.

Jack said behind selfies and pretty filters was an important road safety message: “The stories from people in the community, including some of our fans prove that this is an issue that needs to be spoken about.

“Far too many people are being killed and seriously injured on our roads from mobile phone distraction and people need to think about the heartache this causes to other road users and the people around you – it’s just not worth it.”

Agency: Gemba
Executive Creative Director: Boyd Hicklin
Art Director: Parisa Rezaei-Abyaneh
Graphic Designer: Felix Jong
Agency Producer: Jonno Durrant
Account Manager: Zoe Hartas
Account Director: Micheál Murphy
Senior Marketing Consultant: Patrick Davis
Head of Client Services: Clare Stewart-Hunter
Director & Head of Marketing: Andrew Condon


Production: NB Content
Director: Oliver Waghorn
Executive Producer: Tanya Stankovic
DoP: Cesar Salmeron
Editor: Dane Scotcher
Sound Design: Jason Murphy – GAS Inc
Stills: Adam Amin

Client: Transport For NSW