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New TAC Campaign From Clemenger BBDO Melbourne Asks Victorians to Rethink Travel Speeds

21/11/2016
Advertising Agency
Melbourne, Australia
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Campaign depicts seven different outcomes in an incident between a young boy on a bike and a car approaching at seven different speeds.
The Transport Accident Commission 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.


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.

Says Calafiore: "Speed limits don't determine the speed we should be travelling at. They set the maximum speed we are allowed to travel at and in reality it won't be safe at all times and in all conditions.

"We know that in any crash involving a car or motorbike, speed determines the level of injury. Increase your speed and increase the likelihood of severe injury or death in the event of a crash."

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

Says Calafiore: "We want everyone to rethink the speeds they travel at and choose a speed that is not only legal, but is safe for the conditions.

"The speed you are travelling can be the difference between a fright and a fatality."
Credits
Work from Clemenger BBDO Australia
Victoria’s Transport Accident Commission
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