The NSW Government has launched their latest anti-speeding campaign with BMF and UM to remind drivers about the dangers of casual speeding.
The commercial features drivers taking the speed-limit casually as they go ‘just a bit’ over the speed limit.
As the commercial progresses, we see a couple’s car skid on the road and finally the wife taking care of her disabled husband as his hand uncontrollably shakes.
The campaign slogan, “Casual Speeding. Every K Counts,” aims to challenge perceptions and attitudes towards low-level speeding held by NSW drivers.
The main motive for this new campaign is two thirds of speed-related deaths and serious injuries between 2015 and 2019 happened when a driver was going no more than 10km/h over the speed limit.
Tara McCarthy, deputy secretary for Safety, Environment and Regulation, Transport for NSW said: “Every km counts when it comes to speeding on our roads, a little bit over double your chance of crashing, and this campaign demonstrates how speeding can change your life and others’ lives forever.”
Christina Aventi, chief strategy officer at BMF added: “By labelling a new type of speeding, the ad encourages motorists to take a moment to self-assess, recognise risk and correct their low-level speeding.
“We hope that the term ‘Casual Speeding’ provides a way for road users to talk about this dangerous behaviour.”
The campaign will be supported by a conversation-sparking media strategy by UM.
Andy Clift, senior client director, UM says: “Our media strategy will shift the cultural perception of ‘speeding’ by defining and showcasing the impact of what a few kilometres over the speed limit can have.
“Speeding is endemic across all cultures and communities so we are ensuring we reach all groups.”
The campaign will be supported by out-of-home advertising and include a radio partnership, social media and a launch on Sunday night’s 6pm news.
Credits:
Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Team: Stephanie Allen, Bob Broadfoot, Roy Leibowitz, Chris Wilson, Millicent Malcolm and Dave Lidster
Head of Art & Design: Lincoln Grice
Designer: Gabriel Mangulabnan
Chief Strategy Officer: Christina Aventi
Head of Planning: Ali Tilling
Chief Executive Officer: Stephen McArdle
Head of Account Management: Richard Woods
Account Director: Anna Lawrenson
Senior Account Manager: Ryan Tyson
Account Manager: Anja Cherry
Head of TV: Jenny Lee-Archer
Agency Producer: Emma Friend
Director: Fiona McGee
Production Company: Goodoil
Producers: Claire Richards and Chana McLallen
Post Production: The Editors
Editor: Mark Burnett
Sound Production: Rumble
DOP: Shelley Farthing Dawe
Integrated Producer: Simone Plaza
Digital Producer: Yolande Francis
Front-end Developer: King Tan
Finished Artist: Gabriel Mangulabnan
Creative Services Director: Clare Yardley
Media Agency: UM
Group Director: Peter Stewart
Sr Client Director: Andy Clift
Client Director: Mel Haggerty
Strategy Director: Cam Roberts
Planning Manager: Dan Cremona
