Up to 20% of road deaths are due to driver fatigue.

The Transport Accident Commission in Australia recommends stopping every two hours, but most drivers don't.

We created a new reason to pull over, by showing drivers they were passing something worth photographing.

We identified heavily travelled and high-risk routes, then searched social media channels for images taken nearby. These became billboards which were placed on location, encouraging drivers to stop somewhere they wouldn't have before.

Using native Google Maps integration, 'Breakpoints' could be safely added to mobile devices as navigation waypoints.

The Breakpoint campaign lived on major Australian roads from July 1st - August 31st - during the busy and dangerous winter season.

After identifying high-risk routes, we searched social media for geo-located photos taken along these roads. The campaign launched with 31 of the best photos turned into physical mobile billboards, placed back at the location they were taken. Each billboard became a 'Breakpoint' - a safe location for drivers to stop and take their own photographs.

Drivers were targeted through social media before their journeys and were driven to the mobile-first campaign website where they could explore Breakpoint locations along their routes. Using native Google Maps integration, these could be safely added to mobile devices as navigation waypoints.

Influencers expanded the campaign, creating their own hashtagged Breakpoints which were shared with followers. These then became physical billboards.

Targeted Spotify ads also safely alerted drivers when they were nearing Breakpoints.

For a tactical, highly-targeted campaign, 'Breakpoint' had strong cut-through and impact.

We reached 300,000 Victorian's and our content had 280,276 video views.

The campaign website also saw high levels of web engagement with 8,725 sessions and many downloading their trip to Google Maps.

Based on the locations during the campaign period (July 1st - August 31st), we found that over 2000 breakpoint-related photos were made during the campaign period.

If 1 in 5 of these were planned 'breaks' resulting from our campaign, that's a significant result of 424 breaks.

Our 'Breakpoints' became a way for drivers to be excited about the journey and not just the destination, giving them a genuine opportunity to rest without compromise.