Campaign details

Agency: Clemenger BBDO

Problem: A rising road toll and 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.

Yet success breeds complacency.

Victorians are starting to see the road toll as a problem solved.

They're 'good, safe, responsible drivers'. Road death and injury is perceived as something that rarely happens, and when it does, it happens to other people.

Yet despite this, the road toll is now creeping upwards.

But there is no outrage, no protests, no calls to do more. Just the loud quiet of an apathetic public accepting it as it is.

Brief: Educate Victoria about vulnerability