The pinkie campaign

Overview 

Young drivers are over represented in fatal speeding crashes. Of all speeding drivers involved in fatal crashes between 2002 and 2006, 34 per cent were aged 17-24 years of age although they account for only 14 per cent of all licence holders. Research revealed that young drivers fail to connect with ‘shock and horror’ imagery.

This campaign was launched in June 2007 and has been recognised both within Australia and worldwide for the unique way it has challenged the attitudes of young drivers about speeding.

The creative approach was to increase the social unacceptability of speeding within the community. To combat the speeders’ behaviour and perception that speeding is a manly act, Roads and Maritime Services (replacing Roads and Traffic Authority) created a device – the ‘Pinkie’ – to undermine their feelings of coolness and empower the community. This is further reinforced by the tagline ‘Speeding. No one thinks big of you’. An original piece of music was composed for this campaign to suit the slow motion visuals in the advertisement and has been very effective.

Behavioural issues & facts/figures  

Speeding is the biggest road safety issue and is a factor in about 40 per cent of road deaths each year. From 2004-2008, there were 874 speeding related fatalities. 85 per cent of drivers involved in fatal speeding crashes are males.

In addition to those killed, more than 4200 people are injured in speed-related crashes each year. The estimated cost to the community of speed-related crashes is at least $780 million a year.

Aim 

To heighten awareness about the issue of speeding and help make speeding socially unacceptable.

The campaign is about saving young lives and was just the first step in a multi-phased approach to change the attitudes and behaviours of all speeding drivers. 

Target audience

All speeding drivers, in particular young drivers.

Key message 

• Speeding is uncool.

The campaign created a way for the whole community to demonstrate their disapproval of the speeder’s actions – family, friends and peers alike.

Campaign media  

The main elements of the campaign included television, cinema, outdoor, print and online advertising as well as public relations and regional events.

Evaluation

The campaign has had a major impact since its launch. An independent survey, commissioned in 2009 by the RTA’s Road Safety Marketing team conducted after the last major campaign period, found that:

• 56 per cent of the general population and 60 per cent of young males (17-25 years) said that they would be more likely to comment on someone’s driving as a result of seeing the ‘Pinkie’ campaign.
• 69 per cent of the general population, and 70 per cent of young male drivers, believed the campaign to have some effect in encouraging young male drivers to obey the speed limit.
• The same high level of 94 per cent of the general population and 94 per cent of young males revealed strong recognition of the anti-speeding message, aimed at making speeding socially unacceptable and at undermining the perceived pay off for speeding.
• Equal measures of 58 per cent of the general population and 58 per cent of young males recognised the meaning behind the message that speeding is not cool and does not impress.
• Overall, respondents believed the campaign increased community awareness about speeding and understood the campaign’s clear anti-speeding message. 

The campaign has also won a number of advertising awards including:

• Grand Effie, Australian Effie Awards 2009
• Gold Effie, Best State Campaign, Australian Effie Awards 2009
• Gold Effie, Most Original Thinking, Australian Effie Awards 2009
• Gold Effie, Government, Corporate and Social Services categories, Australian Effie Awards 2009
• Winner ‘Social Marketing’ category, Australian Marketing Institute Awards 2008