Wipe Off 5: A battle against low-level speeding in metropolitan Victoria

Randal Glennon

This case tells the story of a battle against low-level speeding in metropolitan Victoria. The target was to lower the incidence of fatal and severe crashes by 15% by 2005, by lowering the average vehicle speed by 5km/h across all speed zones. In fact, the campaign managed to save 62 lives in 12 months, reducing fatal crashes by 25% and saving the community A$93 million.

Wipe Off

A Battle Against Low-level Speeding in Metropolitan Victoria

OVERVIEW

This is the story of a battle against low-level speeding in metropolitan Victoria. It is a foe that had previously been considered unbeatable.

The extraordinary success of the campaign must be put into perspective. 397 people died on the roads in 2002. Many others suffered massive injuries that have changed their lives forever. In the context of so much trauma, it seems trite to talk of effectiveness.

But the fact is that without this campaign many, many more Victorians would today be dead or seriously injured.

The story begins...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands