The story behind the campaign
Challenge
Over the past few decades, the State Government of Victoria, Australia has been instrumental in reducing the road death toll from 1,061 in 1971 to 252. But Victorians are starting to see the road toll as a problem solved. The Transport Accident Commission (TAC) wanted to educate Victoria about the human body’s vulnerability to the forces of a road vehicle crash. An understanding of vulnerability can influence not just one behaviour like speeding, but every decision made: the way we drive, the cars we buy, clicking on a seatbelt or not. But to challenge...