Over the last few years, the Easter road toll has been trending upwards.Last year, we neutralised it - recording no extra casualties on the road.

In an Australian first, we interrupted live-to-air music during peak travel times and inserted the voice of a real police officer.His message?This Easter, we're going to pop up where you least expect us.

The road toll is high during the Easter break, so we needed to hit drivers as they drove down to their holiday destinations - reminding motorists that police will pop up when they're least expected.We needed a short, sharp, UNEXPECTED reminder for motorists to drive safely.