Land Transport Safety Authority - Road Safety Campaign 1995-2002

The LTSA road safety campaign was introduced in 1995 to proactively deal with the issues of drink driving, excessive speeding and not wearing safety belts.

Road Safety Campaign 1995-2002

Agency: Clemenger BBDO Advertiser: Land Transport Safety Authority Awards: Sustained Success

Initial Marketing Challenge & Campaign Strategy

The Marketing Challenge

The Land Transport Safety Authority (LTSA) Road Safety Campaign was introduced in 1995 to address drink-driving, speeding, and non-wearing of safety belts as key contributing factors to the road toll.

Prior to 1995, road safety had been dealt with largely on an ad hoc and single-issue basis. The challenge for the LTSA was to develop a campaign that would imbue significant social change bringing about widespread change in people's behaviour and attitudes when...

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