- Cow (public service announcement)
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Cow is a public service announcement film directed by Peter Watkins-Hughes with assistance from the Gwent Police Department and Tredegar Comprehensive School.[1] The August 2008 film was a co-production by Gwent Police and Tred Films, with special effects by Zipline Creative Limited.[2] The film, using local drama students as actors, tells the story of 17-year old Cassie "Cow" Cowan (Jenny Davies), who texts and drives and gets into a car accident; her friends Emm and Jules (Amy Ingram and Laura Quantick) are in the vehicle with her.[3] Four people die as a result of Cassie's actions.[1] The Gwent Police intended for the film to be aired in British schools.[3]
The police agency said that it took a "few thousand pounds" to make the film.[4] 300 Welsh drama students auditioned for the making of the film.[5]
The full PSA is shown to students in the United Kingdom.[6] As of 2009 the PSA had not been aired on television stations in the United States.[5] In 2010 a modified 30 second version of the public service announcement was to begin airing during certain hours in 13 television stations in central and upstate South Carolina.[7]
Reception
The clip of the public service announcement received worldwide attention, and the clip received over one million views on YouTube by 25 August 2009.[8] The video received attention due to the graphic content.[6] The film earned honors in the Advertising Age's weekly Creativity Top 5 video.[9] and became an overnight worldwide internet hit after being shown on the US The Today Show television show.[10]
Donny Deutsch, an advertising executive, said "I will show this to every kid I know, and I salute the police department" and "I would really implore various local stations: Run this stuff, put this on the air. It will help."[5] Mick Giannasi, the chief constable of Gwent, said "The messages contained in the film are as relevant to the people of Tennessee as they are to the residents of Tredegar."[11] He also said "Texting and driving can have tragic consequences, and the more this film is viewed, the better."[5]
References
- ^ a b Brindley, Madeleine. "Graphic film about dangers of texting is internet hit." Western Mail. 26 August 2009. Retrieved on 18 August 2010.
- ^ "Past Work." Zipline Creative. Retrieved on 19 August 2010.
- ^ a b "Cow." Gwent Police. Retrieved on 18 August 2010.
- ^ Smith, Graham. "Made in Britain for just a few thousand pounds: The graphic road safety film that's taken the world by storm." Mail Online. 4 September 2009. Retrieved on 18 August 2010.
- ^ a b c d Inbar, Michael. "Is PSA about texting while driving too graphic?" The Today Show. 25 August 2009. Retrieved on 18 August 2010.
- ^ a b Scouten, Ted. "British Texting While Driving PSA Shocks & Sickens." CBS 4. 25 August 2009. Retrieved on 18 August 2010.
- ^ Olinger, Heather. "Graphic: Texting while driving PSA to run in SC." WCBD. 14 May 2010. Retrieved on 19 August 2010.
- ^ Matyszczyk, Chris. "Is PSA on texting and driving too shocking?" CNET. 25 August 2009. Retrieved on 18 August 2010.
- ^ "Creativity Top 5: 24 August 2009". http://creativity-online.com/news/creativity-top-5-august-24/138620. Retrieved 2008-08-25.
- ^ "Graphic film about dangers of texting is internet hit"at Wales-online.co.uk
- ^ Morris, Steven. "Made in Gwent with £10,000: the road safety video taking YouTube by storm." The Guardian. Thursday 3 September 2009. Retrieved on 18 August 2010.
External links
- Cow - Gwent Police
- "'The Making Of' British Text and Drive Car Crash PSA - Special Effects Breakdown - Zipline Creative
- "Graphic Texting & Driving PSA." - CBS News
- "Shocking Video Warning To Teen Drivers." - WXII
Categories:- British films
- 2008 films
- Gwent
- Public service announcements
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