Road safety campaign

Prior to going on air the greatest single deterrent was the rational fear of losing your licence. Only six weeks later the emotional and traumatic 'life sentence' of finding yourself responsible for the death or disablement of another human being, had become a far more powerful and persuasive deterrent.

Road Safety: the Transport Accident Commission Campaign

Greg HarperandLeon L'Huillier

INTRODUCTION

In November 1989, Grey Advertising was approached by Leon L’Huillier, Executive Chairman of the Transport Accident Commission, to develop a campaign with an annual budget of $6 million, that would make road safety a cut-through social issue, and compel drivers to actively rethink their personal attitudes to road safety, as well as change their driving behaviour.

Our client, the Transport Accident Commission, is Victoria’s Third Party Insurer, and bears the cost of death and personal injury arising from transport accidents.

The campaign also had to launch and...

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