Road Safety Task Force

'just like that'

Purpose Branding, Social Impact, G-Think

“The highest recognition level we’ve recorded for an advertising campaign amongst any target group.”

Tony Hocking, Senior Consultant of independent research company, EMRS.

Brief:

Road Safety Task Force research uncovered a dangerous public perception that ‘nothing will go wrong’ when driving. Compounding that, the core target groups (youth and rural segments) actively avoided road safety messages. The challenge set to Green Team was to stamp out this perception and ultimately reduce accidents on the road.

Strategic thinking:

Our approach was to shake this assumption loose and plant deeply a seed of doubt that could spread into every road user’s daily life. Critical to this, would be to shift messaging from an authoritarian tone to transferring road safety responsibility to the individual. To affect real behavioural change, we had to find a way of integrated the road safety conversation into the audience's vernacular.

Creative:

Using the powerful humanism of a finger click, the campaign focused on driving home the message that incidents on the road can happen, 'just like that’.

Results:

The first fatality free Christmas holiday period since records began.
5% decrease in serious injuries.
92% of the total population recalled the ‘just like that’ message unprompted.
71% saying the campaign ‘changed the way they drive’ (75% in rural areas).