The film begins in the apartment of a young woman. On the wall hangs her a large photograph: your own profile picture, taken from Facebook. The woman leaves the apartment and put themselves in a car. She starts running. Soon she finds his phone and sends off a text message.
The message pops up on your own phone. “I’m on my way.”
The woman continues to run. While she holds the left hand on the wheel, she uses the right to click onto your Facebook account. Photos of you pops up on her screen. Actual pictures you have left on Facebook. The woman entering a phone number. Your. In it she press the call icon, the screen turns black. Car crashes.
So start your own real phone call.
See how our colleague reacted when she saw the campaign for the first Once, in the video clip at the top.
epidemic on social media
Attitude campaign “Keep Focus’ is the new focus for Road Safety and Gjensidige. During the short time it has become an epidemic on social media. The purpose is to get people to concentrate on the road while driving.
– The discomfort you get when they use your own pictures is perhaps the intended effect here, says Gro Stueland crust, senior adviser at the Norwegian Data Inspectorate.
But she is skeptical that the viewer must log in with their Facebook account and phone number. In privacy statement writing campaign leaders partly because they use Google Analytics to remember you if you visit the website several times. The logs also your phone number, IP address and number of your Facebook account. The information will not be shared further with third parties and nothing published on Facebook. It is not enough, think crust.
– The Privacy Statement has shortcomings. Why do they save your IP address? And how long they store it? Moreover, it says that they do not share information with third parties. But Facebook and Google are third parties, she said.
– We do this to save lives
– We are currently reviewing our privacy statement, and will consider whether there are aspects of this that confuses in relation to privacy, says communications manager Ann-Kathrin Årøen in Road Safety.
She emphasizes that viewers do not risk anything using Facebook and your phone number.
– We log only IP addresses to prevent abuse, and that IP addresses are logged will be deleted as soon as the campaign is over, says Årøen.
– We wanted to create a campaign that hits you on a new manner. You become part of the film. It creates a much closer experience than in a normal commercial. It’s easier to share with friends and acquaintances a loved one, she said.
– We’re not doing this to sell something. We do it to save lives.
– What kind of cooperation do you have with Facebook?
– We have no relationship with Facebook. They will not sit again with information about you.
Impresses media expert
“Keep Focus’ is made by the Icelandic agency Tjarnargatan, and builds on a similar awareness campaign on the Island.
– The marketers are trying to achieve when they use social media, is an additional one-to-one level. To date, many used them in the same way as with traditional marketing: The pusher communication, says digital advisor Beate Soerum.
– Often, it has not worked very well. They become a little dazzled by technology, rather than thinking about how they can make good communications that hit the user.
In this case, Road Safety and Gjensidige however used social media on their own terms, rather than on the marketing terms, she explains. Also Amnesty International has previously used private phone numbers similarly.
– When they achieve better marketing, says Sørum, who believes “Keep Focus’ is very successful.
– The’m very strong. I see it all over Facebook page min.
media expert Ida Aalen agree.
– I’ve seen the film and was impressed. Such use of instruments could certainly be exhausted and anmasende, but the first time you see something like that it’s hard not to feel anything. It is an effective use of instruments that require you to imagine that this could happen to someone you love, she says.
– And how many messages you have received are sent by someone who really sitting and driving a car?
600,000 calls while driving
In Norway it is forbidden to touch the phone while driving. The ban violates many Norwegian motorists, according to a survey conducted by the research company YouGov on behalf of the Road Safety and Gjensidige: 350,000 drivers reading and sending text messages while driving. 600.000 talking on the phone.
– 30 percent of all accidents caused by driver doing anything else. If you look away for three seconds and a speed of 80 km / h, you run 66 meters without looking at the road. In practice, it is like driving blindfolded lids, says Ann-Kathrin Årøen in Road Safety.
She points out that antallte traffic goes down.
– But single accidents increases. And that we believe reflects the fact that more people are using mobile phones, she said.
Last year almost 17,300 drivers caught illegally using a mobile phone.
– There is a significant number, say Live Tanum Pasnin by Emergency Police Headquarters.
In comparison, 9215 was reported for driving while drunk. While 88,300 were taken to speed control. Then no checks carried out by speed cameras included.
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