Transport for London’s (TfL) new hard-hitting cinema ad, designed to warn teenagers of the dangers they face everyday on the capital’s roads, breaks tonight (Friday) at screenings of the new James Bond film Casino Royale.
“Shattered Lives” is the latest in TfL’s “Don’t die before you’ve lived” campaign. It aims to alert teenagers to the consequences of not paying attention when using roads.
The move to secondary school, and the increase in independent travel that goes with it, means that teenagers are more likely to be involved in a road collision than any other age group.
The ad shows the dreams of a young athlete literally shattering after she walks out onto a road without looking – and into the path of a moving car. Rather than seeing her body thrown up in the air, it smashes into thousands of pieces. This is followed by other images shattering, including a framed picture of her with a medal, her running shoes, her team GB tracksuit and an image of her shattering as she leaves the starting blocks of the Women’s 100 metres final at the 2012 Olympic Games in London.
Mayor of London Ken Livingstone says: “This road safety ad is a powerful reminder of the opportunities wasted every time a young person is tragically killed in a road accident. We want young people to be aware of the dangers of traffic, so that they can go on to fulfil their dreams – such as competing in the London Olympic Games.”