Enjoy The Ride Campaign Case Study

In 2010, 193 people died on the roads in WA, with many more resulting in serious injury. Every death costs our state approximately $6m and inappropriate speed is a factor in 33% of these. And this isn't just 'hoons' we are talking about. In fact 82% of WA consumers readily admit to some level of speeding. They call it 'safe' speeding and many do it every day. In an effort to beat the lights, get to the meeting they're running late for or just beat the guy driving next to them, this type of activity is considered almost 'ok' to people.... But we all know it's not.

The creative approach was to invite people to take a look at not only how fast they drive, but also how fast they live. The idea was to foster a movement that promotes doing the things we do well - not just doing them quickly.

We created a unique 3-minute 'film,' celebrating all things slow. Inspired by the 'Slow Movement' that has been emerging globally over the past few years. The Enjoy The Ride campaign's aim was to show West Australian drivers that there is an alternative to speeding -- on the road and in life.

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• Advertising
• case study
• speeding
• anti-speeding
• advertising campaign
• government campaign