Barbadians will be the first recipients of a no-texting-while-driving public service campaign when No Thumbing Barbados commences in the first quarter of 2013.
Speaking at the launch held at the Lloyd Erskine Sandiford Conference Centre, CEO of Promotions Plus Inc., the company that developed No Thumbing Barbados campaign, Calvin Noel explained: “We have developed a simple but impactful integrated marketing programme targeting Barbadian male and female drivers between 16 to 55 years, who currently text and drive.”
He added: “I also took a proactive approach by using imagery and messaging focused on reaching future drivers – young people between the ages of 10 and 15 years who are not yet behind the wheel but see adults texting and driving and those who would be taking driving lessons.”
Members of the audience attending the media launch we given a “sneak peak” of the No Thumbing Barbados promotional package which consists of a blend of television, radio and print campaign.
Noel also explained there was a temporary public signage component, which was still pending discussions and permission by the several government agencies for activation.
One aspect of the overall messaging, which was of great interest to the audience, was the use of three stars of Barbados’ fastest growing spectator sport – rallying.
Noel shared with the audience that as with the other members of the campaign’s cast, once he spoke to Roger The Sheriff Skeete, St. Elmo Elmo Cumberbatch, Paul The Surfer Bourne, they were enthusiastic about becoming involved.
He explained: “They were in the studio within days of my initial call and brief, agreeing to lend their star power to the campaign.”
He added: “The public service announcements blend stunning rally action shots, kindly provided by the master of rally coverage videographer Jimmy Gittens with their on-camera messaging why you should not text while driving.”
Noel promised the campaign would be kept fresh with the inclusion of several other PSA pieces.