Marketing road safety

Greg Harper

Victoria's road toll is now down 49% since the campaign launch. 881 lives have been saved in 36 months.

Marketing Road Safety

Greg Harper

INTRODUCTION

In 1991, the 1990 TAC Road Safety campaign was judged the outright winner of the inaugural AFA Advertising Effectiveness Awards. The reason we are entering this campaign a second time, is based on the sustained impact, effectiveness and performance of the campaign during the years 1991 and 1992.

It is an answer to the wide-spread challenge at the close of 1990 that the campaign had peaked, and that sustaining the lower level of road fatalities, let alone lowering the road toll any further, would be extremely difficult.

During 1991/92, we extended the road safety...

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