New TAC Campaign Asks Victorians To Rethink Travel Speeds

New TAC Campaign Asks Victorians To Rethink Travel Speeds

The Transport Accident Commission has launched a provocative new campaign 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. 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.

“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,” Calafiore said. “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. “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.

“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.”

TAC ‘Consequences’ Credits


Client:  Samantha Cockfield – Senior Manager, Road Safety

Samantha Buckis – Acting Manager, Road Safety

Paula Vigorelli – Manager, Marketing


Agency: Clemenger BBDO Melbourne

Agency Producer – Print: Nicholas Short

Agency – Executive Producer – TV: Sonia von Bibra

Senior Agency Producer TV: Lisa Moro

Agency Producer Digital: Maryne Muroni

Art Director: James Orr

Copywriter: Elle Bullen

Creative Chairman: James McGrath

Executive Creative Director: Ant Keogh

Creative Directors: Stephen de Wolf & Evan Roberts

Senior Planner: Matt Pearce

Account Management:

Paul McMillan- Managing Director

Naomi Gorringe – Group Account Director

Kate Joiner – Project Director

Nicole Bishop – Account Executive


Director: Christopher Riggert

Producer: Kate Merrin

Managing Director/EP: Corey Esse

Production Designer: Lucinda Thomson

DOP/Cinematographer: Lachlan Milne

Editor: Johanna Scott, The Butchery

Sound Design Arranger: Paul Davies, PD Sound Design

Music Track & Artist: Byron Scullin, Level Two Music

Music Production Company: Level Two Music

Post Production Company – Offline: The Butchery

Post Production Company – Online: Blackbird

Production Company: Finch

Please login with linkedin to comment

do lectures Twitter

Latest News

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]