Overdue Fines Collection “That’s Procrastination”

The Collection Unit wanted to change the entrenched attitudes that led to non-payment and encourage people to take responsibility for their fines and infringements.

Advertising Effectiveness Winner:

Overdue Fines Collection

Agency: Ogilvy & Mather

The Judges said:

Another campaign built on solid research information getting into the minds of the key target group and understanding their attitudes to paying (or, in this case, not paying) fines.

'That's Procrastination'

As an unpopular advertiser taking an unpopular message to a disinterested audience, the Department of Courts faced some major challenges in its attempts to reach fine defaulters.

The Department's Collections Unit was established in July 1995, with the objective of reducing the $120 million 'lake' of overdue fines, and to encourage prompt payment of newly imposed...

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