Challenge

Speeding drivers are the biggest killers on the roads of the Australian state of Victoria with speed a factor in at least 30% of all road fatalities.

The Transport Accident Commission (TAC) is the prime messenger for road safety in Victoria and is recognised around the world as a major authority on the subject. The organisation was established in 1987 as a no-fault insurer for all people who are injured or die as a result of transport accidents. The TAC has worked with Grey Melbourne for over 18 years, with the current speed campaign running for over six. The TAC and Grey have the primary long-term objective of making speeding as socially and morally unacceptable as drink driving within the Victorian community.

Idea

‘Pictures of You’ is a new and ground breaking campaign targeting speed, launched on the 20th February this year. The campaign forms part of a long-term campaign to reduce speeding, by highlighting the direct relationship between the horrific legacy that speed-related trauma creates and the importance of speed cameras in reducing a driver’s tendency to speed.

In the campaign, a family member is shown holding a photo of the person or persons they have lost to speeding, with the campaign carrying the message; “This is why you’re photographed when you speed.”

The campaign captures genuine and long-lasting grief and compels drivers to think twice the next time they get behind the wheel.

Solution

An integrated campaign was developed which launched with an open letter press ad from the families on 20th February urging people to “tune in at 8.27pm that evening, look them in the eye and tell them there’s nothing wrong with speeding”. This appeared as full page advertisements in every newspaper released across the state that day – the Herald Sun, The Age, MX and all regional newspapers. At 8.27pm that evening a roadblock of the three-minute TVC aired across all of Victoria’s free-to-air channels. Two 60-second and a 30-second version also aired throughout the campaign period. The media strategy also included outdoor advertising, radio and a significant online component that included homepage road blocks on key Victoria’s websites such as ninemsn, the Herald Sun, Yahoo Seven and MySpace over the first week of the campaign. The online component of the campaign delivered over 10 million impressions.

In addition to the extensive online ad-vertising presence, a website was developed www.picturesofyou.com.au as well as the full re-recording and release of Angie Hart’s version of the song, ‘Pictures of You’ used in the campaign.

Results

During the ‘Pictures of You’ campaign, TAC’s ongoing tracking showed self-reporting of:

Speed most or all of the time: In 2007, on average 13.5%, while during the ‘Pictures of You’ campaign, only 6% reported this (the lowest figures ever achieved).

Driving up to 10km/h over the limit is usually quite safe: In 2001, 34% agreed and now as a result of the ‘Pictures of You’ campaign, the result came in at 17% agreed.

Driving up to 10km/h over the legal limit is not really speeding: In 2001, 24% agreed and now as a result of the ‘Pictures of You’ campaign, the result came in at 14% agreed.

Campaign recall: During the ‘Pictures of You’ campaign, the average recall for the campaign was 81%, which is well above the TAC benchmark (70%).

Since the campaign launched in February, ‘Pictures of You’ has since gone on to be shortlisted at the 2008 Cannes Lions in both the radio and television categories. It has also won six MADC awards, including best integrated campaign, best radio and best 45+ second television commercial.