Road Safety Commission Western Australia

Chris Adams, Director of Operations
David Slack Smith, Assistant Director of Operations
Alisia Mumby, Campaign Project Manager

303 MullenLowe *Lead Agency

Richard Berney, Executive Creative Director
Peter Liddell, Head of Digital
Derry Simpson, Head of Strategy
Todd Baker, Business Director

Carat *Lead Agency

Kantar Public

How do you get a group of ego-driven, defiant, reckless drivers, immune to the consequences of speeding, and who even research suggests are ‘unreachable’ to start thinking about their behaviour on the road? This campaign had to find a new way to get through to an impenetrable audience. We threw out the road-safety advertising rulebook and took away what mattered most – their freedom. The innovative creative idea, real-time media approach and unique influencer strategy, saw unprecedented engagement for a Government campaign, got 40% of our boys rethinking how they drive and reduced the number of speeding fines at the same time.