The Brief
This campaign aimed to remind road users that penalties like fines and demerit points aren’t just about punishment: they exist to save lives. The message needed to shift perceptions and reconnect people with the real reason road laws exist.
Many drivers see enforcement measures as annoying or unfair, rather than life-saving. The challenge was to cut through this mindset and make the consequences of risky behaviour feel more human and meaningful.
The Solution
We invited the public to see things through the eyes of police officers who witness the aftermath of road trauma every day. By framing enforcement as a tool to prevent tragedy, the campaign brought empathy and clarity to the role of road rules.
Outdoor
Radio
The Outcome
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