New Brunswick distracted driving awareness campaign wins advertising award

A New Brunswick online distracted driving awareness campaign has won an award at an event honouring the best in Atlantic Canadian creative advertising.

The campaign, It only takes a second…don’t drive distracted, won silver in the Public Service, Online Initiative category at the 2012 ICE Awards.

“We know how important it is to get high-impact safety messages to the public, especially young people,” Public Safety Minister and Solicitor General Robert Trevors said in a statement on the win. “I am pleased and proud that our work is being recognized in this way.”

The video was created and produced by Egg Films. It was commissioned by the Department of Public Safety to raise awareness about the provincial government’s ban on using handheld devices while driving.

The campaign features a slow-motion video of young people in a car in the final moments before a crash. In the video, the driver is using a mobile device to take a photograph of a couple in the back seat.