Global Assignment by Getty Images, known for providing the knowledge and resources brands need to produce compelling visual communications, and renowned photographer Trevor Ray Hart were commissioned by Tower Hamlets earlier this year to shoot ads to prevent distracted driving.
The campaign aimed to raise awareness of the dangers of driving distracted (a rising problem all over the world and as deadly as driving drunk), and to highlight intersections and areas around London that are prone to collisions. We began by casting local schoolchildren as models, then spent three days shooting in multiple locations around London to create these images.
Wet weather and local residents irritated at having the roads blocked both presented challenges, but the end result has received an incredible amount of praise. The campaign has since won several awards, including: Silver for Best Newspaper Campaign and Bronze for Best Public Service Advertisement from the Creative Circle, Bronze for Best Print Campaign from the Clio awards and Silver for the Best Outdoor Campaign from Cannes. Well done!
This add, part of an award-winning campaign to raise awareness about distracted driving, was shot by Trevor Ray Hart for Getty Images Global Assignments. The campaign has gone on to win several awards, including a Clio. (Photo by Trevor Ray Hart)
Another image from the award-winning campaign against distracted driving. (Photo by Trevor Ray Hart, Getty Images Global Assignments)