Julie

Julie or Julie Knew Her Killer is a public information film produced by Abbott Mead Vickers.BBDO for the Department of the Environment, Transport and the Regions (DETR),Central Office of Information (COI) and later in 2007 for '''"THINK!" campaign''', about road safety showing the effects of passengers not wearing seatbelts. Roger Woodburn directed the film.

Synopsis
The advert shows a mother – Julie – taking her two children to school. Julie’s son, sitting in the back seat, is not wearing a seatbelt – and upon crashing, he flies forward, crushing Julie to death. The narrator says: “Like most victims, Julie knew her killer… it was her son.”

The campaign was originally aired in 1998, and was screened nation wide in cinemas along with “Vectorscope”. The campaign also included radio advertising at drivetime along with posters and leaflets. The commercial was re-aired in 2008 to educate a new generation about the importance of wearing a seat belt in the back of the car.

Reception
One of the most iconic and shocking road safety adverts to date, Julie was developed to encourage younger drivers to belt up and the advert marked a significant change in attitudes and contributed to a 23% increase in seat belt use over the next year.

225 complaints was made toward the PIF, due to the advert being aired before watershed, and also the upsetting nature toward younger audiences.

Awards

 * IPA Advertising Effectiveness Award

Credits

 * Account Handler: Cilla Snowball, Mandy Courtney, Naomi Barker, Toby Allen
 * Advertising Agency: Abbott Mead Vickers.BBDO
 * Agency Producer: Frank Lieberman
 * Art Director: John Gorse, Paul Brazier
 * Copywriter: Nick Worthington
 * Creative Director: Peter Souter
 * Director: Roger Woodburn
 * Editor: Bobby Holmes
 * Lighting Camera: Mike Garfath
 * Marketing Executive: Tony Allsworth
 * Producer: Irene Douglas
 * Production Company: Park Village Productions