New TAC campaign via Clemenger BBDO Melbourne asks Victorians to rethink travel speeds

| | 1 Comment

Screen Shot 2016-11-21 at 9.32.02 AM.jpgThe Victorain Transport Accident Commission in Australia has launched a provocative new campaign via Clemenger BBDO, Melbourne, urging Victorians to rethink the speeds they drive at.

The Rethink Speed campaign features a television advertisement reminding Victorians that speed doesn’t always cause crashes but it always determines the level of injuries sustained.

It depicts seven different outcomes in an incident between a young boy on a bike and a car approaching at seven different speeds. It was directed by Christopher Riggert through Australian production company, Finch.

At the car’s slowest speed, a collision is avoided altogether but other scenarios depict more serious outcomes as the speed increases, culminating in a scene where the car is wrapped around a pole and the bike flies through the air.

TAC chief executive officer Joe Calafiore said Rethink Speed was the latest instalment in a series of new TAC road safety messages developed as part of Victoria’s Towards Zero approach to reducing road trauma.

Says Calafiore: “This campaign has a message for all of us – that we need to be mindful of our surroundings and the conditions when choosing our travel speeds.

“As drivers and riders we can’t control everything on our roads and we can’t stop the unexpected but we can control the speeds we travel at.”

Rather than focussing on illegal speeding behaviour, ‘Rethink Speed’ encourages Victorians to choose to travel speeds that are safe, legal and appropriate for the conditions.

The campaign will appear on television screens, roadside billboards, websites, radio and social media from today.