CONCEPT & TREATMENT

The concept of this project is to educate the public of the new Road Traffic Act, specifically the provision that speaks to driving instructors needing special certification to be eligible for the post. The main aim is for the message of the requirements and timeline for certification to get to as many people as possible.

The storyline is of a serious yet inviting tone This was deliberately done in order to ensure that people actually take action

The overall process was relatively smooth, as there were no technical, production or marketing hiccups The official start of the project saw the script coming together as the information for the ad was already garnered as part of brainstorming

The first take involved merely writing the ad like it flowed in my head and the second take was to go through to hear how it actually sounds as well as to change words, if necessary, to make the flow more seamless as well as to choosing the best verbage for impact and ease of understanding by all parties it will come across.