NSW Government Teams Up With BMF And UM To Tackle Casual Speeding In Latest Campaign

NSW Government Teams Up With BMF And UM To Tackle Casual Speeding In Latest Campaign
B&T Magazine
Edited by B&T Magazine

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.


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

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