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Speeding - No One Thinks Big Of You
The aim of ‘Speeding – no one thinks big of you’ was to make speeding socially unacceptable.
In NSW, speeding is a factor in about 40% of road deaths each year. From 2004 – 2008, there were 874 speeding related fatalities. In addition to those killed, more than 4200 people are injured in speed-related crashes each year. The estimated cost to the community of speed-related crashes is at least $780 million a year.
Creative agency: Clemenger BBDO
Target audience: Speeding is the biggest road safety issue and young males are at greatest risk. The primary target audience for this campaign was male drivers 17 – 25 years, however the campaign was able to reach the wider community as well.
Campaign execution: The creative approach was to increase the social unacceptability of speeding within the community. To combat the speeders’ behaviour and perception that speeding is a manly act, the RTA created a device - the ‘Pinkie’ - to undermine their feelings of coolness and empower the community. This is further reinforced by the tag-line ‘Speeding. No one thinks big of you’. The key elements included television, cinema, outdoor, print and online advertising as well as public relations. One of the key innovations of ‘Speeding. No one thinks big of you’ was delivering the anti-speeding message in a youthful, non-authoritative way.
Timing: The campaign launched in June 2007. Several bursts of television activity were used during 2007-08 and 2008-09. RTA has also sustained the ongoing message through use of outdoor billboards along roadsides.
Evaluation: Research showed the anti-speeding message in the ‘Speeding: No one thinks big of you’ campaign hit home and had an effect on driver attitudes. An independent survey, commissioned by the RTA’s Road Safety Marketing, found:
- 53% of the general population and 53% of young males (17-25 years) said that they would be more likely to comment on someone’s driving as a result of seeing the ‘Pinkie’ campaign.
- 64% of the general population, and 63% of young male drivers, believed the campaign to have some effect in encouraging young male drivers to obey the speed limit.
- 74% of the general population and 75% of young males revealed strong recognition of the anti-speeding message, aimed at making speeding socially unacceptable and at undermining the perceived pay off for speeding.
- Grand Effie, Australian Effie Awards 2009
- Gold Effie, Best State Campaign, Australian Effie Awards 2009
- Gold Effie, Most Original Thinking, Australian Effie Awards 2009
- Gold Effie, Government, Corporate and Social Services categories, Australian Effie Awards 2009.
Website: RTA campaign website