Advertiser: Transport Accident CommissionBrand: Transport Accident CommissionAgency: Clemenger BBDOCountry: Australia
Objectives
Problem: A rising toll and an apathetic public
Over the past few decades, the State Government of Victoria, Australia has been instrumental in reducing the road death toll.
Enforcement, road upgrades, safety technology and public education have seen the toll reduce from 1,061 in 1971 to 252 in 20151.
Yet success breeds complacency.
Victorians are starting to see the road toll as a problem solved. They're 'good drivers'2. Road trauma is something that happens to otherpeople....