In collaboration with MTV, we created ‘Ad Star Search’ – a promotion which enabled teens to create their own TV ads.

TV spots drove them to a website where they could submit their creative ideas. The best entrants were then invited to a workshop, where teams pitched their ideas to a panel of judges.

The whole process aired across MTV and online over six months, stimulating debate on the MTV website road safety forums.

There were over 300 entries on the road safety discussion board on mtv.co.uk, with 170,000 votes cast in one week.Research revealed strong pre/ post campaign uplifts, with road safety as an ‘issue teens were concerned about’ rising from 2% to 10% - ahead of ‘drugs’ and ‘war/terror’.