The NSW Roads and Traffic Authority, via agency Clemenger BBDO Sydney, has launched its new anti-speeding campaign, ’Speeding. No one thinks big of you.’
The first stage of a $1.9 million statewide campaign aimed at changing driver behaviour to make speeding socially unacceptable.
The campaign includes television, cinema, bus shelters and bus back advertisements. The first of two TV and cinema ads depict the onlookers and passengers of young male speeders using the well-known ‘pinkie’ gesture expressing their concern.
The RTA has departed from the more traditional ‘shock-horror’ speeding campaign, with research suggesting young drivers in 2007 are increasingly de-sensitised to these images.
RTA’s Director Business Coordination, Road Safety and Policy, John Whelan says, “We accept this campaign is controversial, but we must find new ways to make our anti-speeding message sink in.
“The RTA has a history of producing cutting edge advertisements that have helped increase road safety awareness. This has made a contribution to reducing the road toll. This campaign continues the RTA’s efforts to do all we can to save lives on our roads. If the road toll is to be reduced further we must make speeding socially unacceptable.Recent research revealed that young people are increasingly hardened to shock tactic images of fatal crashes.”
Following the launch of the Pinkie television and cinema ads, a second and shorter, 15 second commercial with the working title “Hectic”, has also been produced for television audiences as well as online ‘viral’ media. The ad is available for downloading from the RTA website.
AGENCY: Clemenger BBDO, Sydney
CREATIVE: Chris Pearce, Pic Andrews and Baz Baker
SENIOR TV PRODUCER: Denise McKeon
AGENCY PRODUCER: Laura O’Connor
DIRECTOR: The Glue Society
PRODUCTION COMPANY: @radical.media
DOP: Keith Wagstaff
EDITOR: Bernard Garry
POST PRODUCTION: The Editors & The Lab