Australian Government Don't let a car change who you are.
“No disaster scenarios. No shocks. No threats. Just a very powerful human reminder instead” – The Stable
The issue
A national crisis; Australia’s road toll hit a 5-year high. 1,327 people died avoidable deaths on the roads last year, at a rate of increase not seen since the 1960s.
The challenge
The problem is, that 75% of Australians believe they’re good, safe drivers and road safety messages don’t apply to them or are for other “bad drivers” – even though:
68% admit to breaking the law while driving
48% admit to speeding
27% admit to looking at their phone
9% admit to going through a red light
Revealing a clear disconnect between Australians’ values and their driving habits - we needed to lift the blindfold on a population in denial of their own risky behaviour.
The idea
Remove the car and the truth becomes clear. “Don’t Let A Car Change Who You Are” asks: if you wouldn’t tailgate, cut off, rush or harass strangers anywhere else, why do it in a car? By exposing the absurdity of unsafe driving habits in everyday scenarios, it inspired an attitudinal shift in drivers to adopt safer behaviours.
“It’s fantastic” – ANCAP SAFETY
“Absolutely brilliant campaign”
“Brilliant advert”
“Need more of these ads”
Hall & Partners Formal Evaluation Tracking, Audience Feedback –
The results so far
It’s early days but we’re seeing positive signs from a few weeks on air. Feedback from Hall & Partners Formal Tracking (15.12.24 – 15.01.25) shows the campaign is:
– Attention-grabbing, surprising,believable and highly engaging, among target audiences. Disarming and positively changing how they think about road safety.
– Eliciting a strong behavioural response; the most common being, to reflect on driving behaviours.
– Resulting in a significant decline in road safety misconceptions. An increase in understanding that driving safely means following the road rules at all times. A significant increase in benchmark understanding that even small driving mistakes can have serious consequences.
