Speeding shatters lives in Road Safety Advisory Council Tasmania’s new campaign via Red Jelly

The Road Safety Advisory Council Tasmania and Red Jelly have just launched a graphic demonstration of how speeding shatters lives. The campaign executed across TV, digital, print, radio and outdoor is targeted to those people who believe that driving just a little over the speed limit doesn’t matter.

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Says Peter Choraziak, director, Red Jelly:  “We wanted a simple, memorable idea that would show how fragile the human body actually is. It’s just not built to absorb the impact of a crash.

“The X-ray idea allowed us to go into the body itself – past stereotypical crash images, and past that behavioral defense of: this ad is not about me. In a curious way the x-ray actually made it more personal. During concept development it was interesting to observe people’s reactions to the image and sound of a hand being smashed. People could readily relate to it as their own hand.”

The message – Speeding Shatters Lives – has been coordinated with news media that ran parallel stories about the broader emotional consequences of speeding to family, friends and the wider community.

The campaign for the Tasmanian Road Safety Advisory Council is graphic without being gruesome. Audio plays a key part in the TVCs and the newspaper wrap is printed on transparent x-ray like stock.  

Account Director: Claudia Steven

Media strategy: Tania Warren