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Texting at the wheel can ruin lives and Christmas

Make it #home4christmas

FIA Foundation, AA Trust, M&C Saatchi and Mad Ruffian launch hard‐hitting Christmas campaign

20 December 2017

More than 400 million miles will be driven this Friday (22 December) as families travel home for Christmas, according to the AA Charitable Trust.

To ensure the 13 million drivers taking to the roads get home safely, the FIA Foundation and the AA Trust, together with M&C Saatchi, are launching a hard‐hitting anti‐text driving Christmas campaign. 

  • Friday (22 December) expected to be the busiest day for traffic this holiday period
  • Around 13 million drivers travelling over 20 miles on Friday (22 December)
  • Shopping frenzy on Saturday (23 December)
Make it home for Christmas

The sobering video, directed and produced by Mad Ruffian, is set to the 1943 hit ‘I’ll be home for Christmas’ by Bing Crosby. It shows a young girl texting her father while he's driving home for Christmas. As the film continues it’s revealed he has been in an accident and has passed away. The film ends with a picture of the father and daughter at a roadside memorial along with the tagline 'Make it home for Christmas'.

Increasingly, driver distraction is a factor in car crashes

Saul Billingsley, FIA Foundation Executive Director, said: “Every day around the world 3,500 people don’t make it home to their families, because they’ve been killed in a car crash. Increasingly, driver distraction is a factor. So the FIA Foundation is pleased to support this hard-hitting, life-saving, message. Make it home this Christmas, don’t text and drive.” 

Every day around the world 3,500 people don’t make it home to their families, because they’ve been killed in a car crash. Increasingly, driver distraction is a factor
Saul Billingsley, FIA Foundation Executive Director
Christmas should be a happy family time

Commenting, Edmund King OBE, Chairman of the AA Trust and AA President, said: “We know that Christmas should be a happy family time and we want to keep it that way. The ‘Make it home for Christmas’ message is hard‐hitting but so are the consequences of text driving.

The ‘Make it home for Christmas’ message is hard‐hitting but so are the consequences of text driving
Edmund King, AA Trust Chairman

“Having campaigned with Kate Goldsmith,  whose 11-year-old daughter was killed by a driver looking at his phone we have no qualms about putting across a strong message at Christmas. Drink drive campaigns are common at this time of year and yet you are twice as likely to crash text driving as drink driving. Neither texting nor drinking should be mixed with driving if you want to make it home for Christmas.” 

Texting still

Wayne Robinson, M&C Saatchi, Creative Director, said: “This film can make a difference. It’s been six months in the making, but it really is a cause I, and everyone involved in making it feel passionate about. Too many lives are put at risk by the mundane task of texting at the wheel. We hope our film will encourage drivers to turn off their phones and stay safe.” 

We hope our film will encourage drivers to turn off their phones and stay safe
Wayne Robinson, M&C Saatchi, Creative Director
Don't text and drive

Kate Goldsmith, said; “This year will be the second Christmas without my daughter, Aimee. Every day since 10 August 2016 is painful for her family and friends but somehow at Christmas the sadness is more acute. If you choose to use your phone whilst driving, you are essentially demonstrating that Aimee’s death was acceptable. Ask yourself if it’s acceptable for another driver to injure or kill a member of your family. Don’t text and drive, make it home for Christmas.”

Ask yourself if it’s acceptable for another driver to injure or kill a member of your family. Don’t text and drive, make it home for Christmas
Kate Goldsmith
Half of millennials can’t bear to turn their phone off

According to an AA‐Populus poll* of 17,979:

  • More than half of young drivers (51%) can’t bring themselves to turn off their mobile phones before driving.
  • Among the general driving population, one fifth (21%) can’t bear to turn off their phones with the worst offenders living in London or Northern Ireland (25%). 
  • Among parents, one in 20 say that they would reply to a text or pick up a hand-held phone while driving if it was from their son, daughter or a loved one.
  • 7 in 10 think it's more dangerous to text drive than drink drive
  • Since 2011 the number of casualties caused by drivers distracted by their mobile phones has increased by a quarter (24%)
  • From 1 March 2017 the fixed penalty for using a handheld mobile phone while driving doubled from £100 to £200 and penalty points from three to six
Twice as likely to crash text driving as drink driving

According to Transport Research Laboratory (TRL) research**, reaction times are twice as long text driving as drink driving** but despite this there is still a prevalence of high profile court cases of drivers causing death and serious injuries due to texting, calling or searching for music on their mobile phones while driving.


Film credits:

Title/Project - Make it Home for Christmas

Creative Director: Matt Collier & Wayne Robinson
Agency: M&C Saatchi

Production Company: Mad Ruffian
Director: Mad Ruffian / Christopher Watson-Wood and Amanda Jones
Producer: Amanda Jones
VFX Supervisor: Christopher Watson-Wood

Post Production: Ruffian Post
Head of VFX: Christopher Watson-Wood
Post Production Producer: Amanda Jones
Lead CG Artist (Houdini): Toby Williams-Ellis
CG Artist: Stephen Elphick
Editor: Christopher Watson-Wood
Compositor: Harry Davidson
Roto/Clean-up: Mark Warui
Sound: 750 MPH
Sound Engineer: Sam Robson

Cast:
Daughter: Darcey Brown
Father: Rob Mitchell-James
Casting: Plaster Cast London

Shoot:
Directors’ Advisor: Jack Tew
Director of Photography: James Medcraft
Focus Puller: Danny Deighton
2nd AC: Tobias Rothwell
1st AD: Dom Asbridge
Gaffer: Dom Aronin
Electrician (Desk Operator): Ed Riley
Electrician: David Palmieri
Motion Control Company: Mark Roberts Motion Control
Motion Control Operator: Ian Menzies
Motion Control Operator: Nigel Permane
DIT: Quentin Brown
Art Director: Kate Purdy
Wardrobe: Ramaneeka Attapatto
Hair & Make-up: Cate Hall
Rigger: Jason @ Blitz
Behind the Scenes: David Lieb
Runner: Sam Adams

Music Clearance: Gillian Miller @ Music Business Affairs
PR: Zoe Brooks @ Boo PR

Music:
Song: I’ll be Home for Christmas
Artist: Bing Crosby
Publishing: Universal Music Enterprises

*AA‐Populus poll of 17,979 drivers between 13‐20 December 2016

**Transport Research Laboratory (TRL) study “How dangerous is driving with a mobile phone? Benchmarking the impairment to alcohol” by P C Burns, A Parkes, S Burton, R K Smith (TRL Limited) and D Burch. The research found that the reaction time of texting drivers is 2.8 times more than those on the drink‐drive limit. For using a hand‐held phone, the reaction time is 3.5 times more than those at the drink‐drive limit.

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