The Road Safety Commission has the responsibility to reduce road trauma on Western Australian roads. Research segmented the driving population into 9 groups. The most infamous of these Segment’s was #9 – a group considered almost impossible to affect. Their attitudes towards road safety (in particular speeding) were defiant and their behaviour reckless.

However, the impact of this segment meant they couldn’t be ignored. Despite accounting for a mere 11% of the total population, they were responsible for the majority of accidents on our roads.

And so, this became our challenge. Find a way to influence the attitudes of a segment of drivers

considered ‘immune’ to road safety campaigns and impossible to influence.

Success would be measured by the campaign’s emotional resonance and its influence on self-reported intent to change behaviour. Our primary behavioural objective was to reduce the number of people speeding on WA roads.

This film follows a licence-loser being driven around by his mother. For a three month suspension, we follow Nate ‘Dawwwg’ losing control of his social life, and descending into passenger seat hell.

‘Time with Mum’s’ campaign strategy was spearheaded online through the promotion of the 11 series videos on Facebook and YouTube, as well as the almost-daily social posts from ‘Nate’ which documented his life through the suspension period. Additional reach was gained through TV placements targeted at our primary audience as well as their influencer network – particularly Mums.

Tactical outdoor and radio were leveraged to provide timely nudges in the right direction when our audience were most likely to revert to their negative driving behaviours.

Finally we gave mum’s the power to steer the campaign for themselves and scare their offspring straight. Facebook Connect turned their daily posts into personalised news bulletins, from none other than John Burgess (a favourite TV personality of every Aussie Boomer Mum), which gave their own speeding sons a taste of how life in mum’s taxi would be.