‘World-first’ neuroscience ad urges motorists to slow down this Easter
An ad encouraging people to “drive smarter, not faster” by leveraging neuroscience and data has been launched by the Queensland government ahead of the Easter long weekend.
The ad, produced in collaboration with creative agency Publicis Worldwide, targets the 94% of drivers who are ‘low-level’ speeders, driving up to 10 kilometres over the limit.
A still from the ad
Doesn’t take a neuroscientist to realise an ad like this can have really harmful effects. Where you are actually socially morning bad behaviour to happen even more.
Really irresponsible advertising. Should be pulled immidiately.
It’s also definitely not the first neuroscience road safety campaign.
JWT Sydney and Perth’s Attention Powered Car was way ahead of this.
The word “neuroscience” appears 5 times, “data” 2 times but at no point actually explains how the work actually draws on insight from either.
Also, “first neuroscience road safety campaign” is hilarious and incorrect for the reasons identified by Rob.
The article (aka media release) bangs on about ‘neuroscience’ but it’s just an ad. And maybe they show the dashcam footage to the talent in the ad and will show us their reactions, but that’s not neuroscience.
Neuroscience is the scientific study of the nervous system.
More like pseudo-science.
So a dashcam is now neuroscience. And that makes me Einstein.