Cannes Lions

SPEED

GREY MELBOURNE, Melbourne / TRANSPORT ACCIDENT COMMISSION / 2011

Awards:

1 Bronze Cannes Lions
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Overview

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Overview

Description

Speeding drivers are the biggest killers on Victorian roads. And while young drivers make up 13% of licence holders, they account for 27% of fatalities. We needed to get to them with a new approach as part of a long-term objective of making speeding as socially unacceptable as drink driving.

It had to elevate the famous TAC campaign to a new level. The real story of Luke Robinson, who died on March 28th 2010, became the centre of ‘The Ripple Effect’. The unifying thought was 'Everybody hurts when you speed'. The campaign was composed of 26 stories from the actual people who were affected: from immediate family, workmates and passengers in the car to the local newsagent, emergency services and the mortician.

Execution

It began with a press ad that explained why Luke's family wanted to be involved. Then 16 apparently unrelated stories appeared on TV over two weeks. Simultaneously online advertising, that looked like editorial and carried no branding, drove people to a dedicated microsite, everybodyhurts.com.au 26 stories appeared on this microsite. Outdoor advertising built awareness of the central theme. After seeing a couple of stories on the microsite, the viewer was taken to a new Facebook application. It captured the person's friends at random as on the initial landing page, bringing immense personal relevance to Luke’s story. They could forward videos and comments. After two weeks, press and online advertising announced that the stories would be brought together in a three minute commercial roadblocked across all TV stations. That day there was a formal launch by the Minister.

Outcome

The TAC believes that the ‘Everybody hurts when you speed’ campaign is the most successful integrated campaign it has undertaken in its 20 year history. The microsite received over 100,000 hits in three weeks; it also had nine times the number of likes and comments for similar campaigns. Awareness of the campaign hit 82% after two weeks. The road toll in 2010 was a record low of 287. This is against an environment of an ever-increasing number of drivers on our roads and the prospect of ongoing communications waning in its effect over time. The campaign generated over $1,500,000 worth of coverage and is still frequently referenced. We have created a 20 minute educational video for schools; and it has provided Norm Robinson with a launchpad for his campaign directed at young people at risk of what happened to his son.

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