Country speeding advertising campaign

In country areas of NSW 45 per cent of fatal crashes between 1998 and 2002 were speeding related.

Conditions or factors involved in speeding-related crashes include:

• A high number of fatal crashes involved country resident drivers on local country roads.
• Almost 80 per cent of speed-related fatal crashes happened on curves.
• Around 77 per cent of speeding vehicles involved in fatal crashes were cars or light trucks.
• More than 80 per cent of speeding drivers involved in fatal crashes were male.

The campaign aims to reduce speeding related crashes in NSW by challanging the belief that being familiar with the road means you can drive above the speed limit and increasing drivers’ awareness of the dangers of speeding around bends.

By highlighting the consequences the campaign also aims to increase the social unacceptability of speeding.

Heaven and Hell

The first television advertisement Heaven and Hell starts off like a typical car commercial. But when the vehicle crashes we realise it’s a road safety commercial about the dangers of speeding.

A performance ute speeds along country roads. As it rounds a bend the driver comes upon a slow moving truck heading in the same direction. The driver has no time to brake, swerves to overtake and suddenly sees an oncoming car, previously hidden by the truck.

The vehicles crash. The driver of the ute is relatively protected but the other vehicle is severely damaged and its driver is seriously injured. Climbing out of his ute the driver slumps in shock as he realises the devastation he’s caused. The ending is a stark contrast to the feelings of exhilaration and enjoyment experienced at the start of the advertisement. 

Criminal Consequences

The second television advertisement Criminal Consequences picks up from the scene of the crash.

Attending police officers are questioning the driver of the performance ute. The ad shows the legal and criminal consequences of dangerous driving causing serious injury.

Social Consequences

The third television advertisement Social Consequences picks up at the scene of the crash .

Emergency services are working on the accident scene and some time has passed. 

The driver of the ute is sitting in the back of a police car. An SES worker walks past and their eyes meet. As the driver takes in the devastation he's caused he realises he'll have to live with the guilt for the rest of his life.