NSW Roads & Traffic Authority - Speeding. No one thinks big of you.

Young Aussie blokes – particularly P-platers (provisional drivers) – love speeding. They love it to death.

NSW Roads & Traffic Authority – Speeding. No one thinks big of you.

Agency: Clemenger BBDO Sydney

EXECUTIVE SUMMARY

Young Aussie blokes – particularly P-platers – love speeding. They love it to death.

Up until 2006 the youth speeding toll was climbing, and the RTA's best weapon-graphic car-crash advertising – was unable to stop it.

Faced with this seemingly insurmountable problem, Clemenger BBDO and the RTA developed a communications solution that succeeded where previous anti-speeding campaigns had fallen on deaf, young ears.

'Pinkie' is the most persuasive youth speeding campaign ever. It elicited a crucial behavioural shift, provoked global media...

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