Advertiser: Transport Accident Commission
Brand: Transport Accident Commission
Agency: Clemenger BBDO
Country: Australia

Objectives

Problem: A rising toll and an apathetic public

Over the past few decades, the State Government of Victoria, Australia has been instrumental in reducing the road death toll.

Enforcement, road upgrades, safety technology and public education have seen the toll reduce from 1,061 in 1971 to 252 in 20151.

Yet success breeds complacency.

Victorians are starting to see the road toll as a problem solved. They're 'good drivers'2. Road trauma is something that happens to other people.

Despite this, the road toll is creeping upwards. But there is no outrage, no calls to do more. Just the loud quiet of an apathetic public accepting it as it is.

Brief: Educate Victoria about vulnerability