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
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