The Brief
Speeding remains the leading illegal behaviour responsible for death and serious injury on Western Australian roads. This campaign tackles the issue by targeting the justifications drivers use to excuse their speeding.
Research showed that many drivers who admit to speeding believe their behaviour is safe or justified. These rationalisations, often based on flawed logic or misinformation, weaken the impact of traditional road safety messaging.
The Solution
We developed a bold creative execution that dismantles these common excuses head-on. By exposing the danger behind each misbelief, the campaign delivers a powerful wake-up call to habitual speeders.
Outdoor
Radio
The Outcome
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