Project Yellow Light
New Media Institute
University of Georgia
Project Yellow Light is a competition which invites high school and college students to compete for the Hunter Garner Scholarship by creating billboard, radio, and video ads that encourage young people to avoid distracted driving. The winning ads are selected annually by a panel of professional advertisers and then run across the country.
We created the Can You Put It Down? campaign in answer to PYL's challenge. The campaign asks young drivers to put their phones down whenever they get behind the wheel, just as they put their phones down in other scenarios. The lighthearted campaign encourages teens and young adults to avoid distracted driving with humor and by chalenging them to put their phone down in the car, just as they put it down in other scenarios.
Everyone knows someone who can't put their phone down. The billboard, radio, and video deliverables for the Can You Put it Down? campaign are united by the idea of a person who is overly-attached to their phone. The billboard and video advertisements show this attachment as a literal attachement, and the radio PSA turns this concept into a character.
Rather than lecturing about potential dangers, or rattling off impersonal statistics, Can You Put it Down? presents everyday, commonplace scenarios, made ridiculous by an inability to put down your phone.