The London Borough of Tower Hamlets ran a road safety advertising campaign built around the harrowing statistic that writing or reading a text message whilst driving increases the chances of having an accident by up to 23 times. The campaign, which was shot on location in Tower Hamlets and features local residents, shows three everyday situations where people may be in, or close to, the road, such as a mum crossing the street with a pram, a boy playing football or a girl riding a bike. To illustrate the statistic at the core of the idea, each protagonist is seen 23 times, highlighting the risk that when a driver texts behind the wheel, an accident is almost unavoidable. The campaign won a Silver Outdoor Lion at Cannes International Festival of Creativity 2011.
The Tower Hamlets 23 Times campaign was developed at AMV BBDO, London, by executive creative director Paul Brazier, art director Ant Nelson, copywriter Mike Sutherland, art buyer Simon Pedersen, typographer Aaron Moss, photographer Trevor Ray Hart, and retoucher Mark Deamer.