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DOE roads ads wins Hollywood award

Within months of going on air, ‘Crashed Lives’ has been honoured with an accolade from the US International Film and Video Festival in Hollywood Los Angeles, two from the Summit International Creative Awards in Oregon, and one from the Golden Awards of Montreux.

The US International Film and Video Festival in Los Angeles, now in its 46th year, honours creative excellence in corporate, educational, entertainment, documentary and student productions since 1967. More than 1100 entries were received from 29 countries and Crashed Lives was honoured with the prestigious Silver Screen award in the Advertising and Marketing category.

The ‘Crashed Lives’ campaign shows four families speaking about the devastation caused to them by car accidents.

Melissa Devine suffered a spinal injury which has left her dependent on carers after the car she was in crashed in Letterkenny, Co Donegal, in 2002. Melissa took her seatbelt off lie down in the back of a car, three other people in the vehicle walked away with no serious injuries.

In another film, the story of Shannan McCracken is told by her heartbroken parents Paul and Diane. Shannan lost her life in a car crash in 2009, a month before her 18th birthday and just six months after passing her driving test.

She had been speeding when she lost control and smashed into a tree off the Bann Road in Ballymoney.

Environment Minister Alex Attwood commended those behind the campaign.

“This international recognition comes at a time when road deaths in Northern Ireland are at their lowest level since records began,” he said.

“More people are alive than would have been the case if there was still the rate of road casualties of just a few years ago. These advertisements make a very powerful contribution to that.

“I would particularly like to thank the people who allowed their personal stories to be included in my Department’s ‘Crashed Lives’ campaign which has struck such a deep chord,” he added.

“These four awards demonstrate how DOE’s road safety advertising has a powerful and profound effect both at home and on an international scale.”

Last year 59 people died on Northern Ireland’s roads. In 2012 so far 22 people have died, which is five less than this time last year.

Up until 2010, the number of road deaths had never dropped below 100.

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