Motor Accident Commission (SA) - Creepers

Speed is the biggest road safety problem in Australia, but while campaigns have previously focused on the high impact results of high speed, it is low level speeding that does the most damage.

Motor Accident Commission (SA) – Creepers

Agency: Clemenger BBDO Adelaide

EXECUTIVE SUMMARY.

Speed is the biggest road safety problem we have, but in reality the biggest contributors aren't hoons. It's low level speeding that does the most damage. So how do you change habitual behaviour that people own up to but don't consider an issue?

We were successful by labelling the offenders, by describing their behaviour as unacceptable and the consequences as disastrous. We provoked self examination and a personal resolve in many people to break the habit.

1. THE CHALLENGE.

1.1 Business Situation.

The financial costs around road safety...

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