How will Australia perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…
Queensland Government: Speed Science
The State Government of Queensland, Australia, launched ‘Speed Science’, a series of world-first neuroscience-based tests to help people stop speeding. They wanted to reduce serious casualties by addressing the problem of ‘slow speeding’. Slow speeders already knew speeding was dangerous, but they were accidentally speeding due to significant mental distraction. We collected over 11 million data points while testing eight unique strategies to stop slow speeding – three of which rose to the top: Driving Under Observation, Road User Awareness and Focussed Attention Activation.