The Speeding. No One Thinks Big of You campaign, pictured right, won Campaign of the Year at the national AdNews awards.

“Little Pinkie has become one of the most successful anti-speeding campaigns ever in NSW,” Mr Roozendaal said.

“This campaign has got the community and young people talking and thinking about speeding – that’s the first crucial step in getting young drivers to slow down.

“This campaign is about saving lives – not pride. If it dents a few egos but helps save a life, then it’s worth it.”

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The now internationally-recognised road safety campaign was praised for its high impact and strong cut-through with young males.

The industry judging panel also commended “No One Thinks Big of You” and the “Pinkie” gesture for getting the wider community on side in the drive to make speeding socially unacceptable.

Mr Roozendaal said latest research showed the campaign message that speeding is not cool had achieved 96 per cent awareness with young males.

“The campaign continues to engage the young audience with significant increases in the numbers finding it convincing and believable,” Mr Roozendaal said.

“Perhaps most revealing was that 61 per cent of young males surveyed believe the campaign was powerful enough to make them think about their own driving behaviour.

“With this particular audience, that’s no small feat.

“This innovative, effective and now critically-recognised campaign is the type of new road safety solution coming out of the RTA’s new NSW Centre for Road Safety.”

Click here  to view the 'Pinkie' ad.