Loading...

TAC SpeedKills - Case study

2,139 views

Loading...

Loading...

Transcript

The interactive transcript could not be loaded.

Loading...

Loading...

Rating is available when the video has been rented.
This feature is not available right now. Please try again later.
Published on Jun 21, 2011

Speeding drivers are the biggest killers on rural Victorian roads. Speed is a factor in approximately 30% of all fatal collisions and the total cost of road trauma is estimated at $4 billion a year (VAGO report, 2006). Further, despite continual efforts the message for some is still not getting through. We wanted to take a radically different approach to try and stop people speeding on rural roads in the continuing effort to make speeding as socially unacceptable as drink driving in the Victorian community.

The TAC was keen to trial new ways to get their message across and reduce death and serious injuries sustained on rural roads. The TAC realised that consumer media habits were changing, and social media was now a dominant mechanic for sharing information, and an increasingly popular mechanic for marketers. The TAC wanted to create a campaign that utilised social media and got people involved in the message, passing the message on from peer to peer, rather than the traditional top down media approach. Over summer 2010/2011 we worked with the TAC to create a new style of communications, using people as the departure point, not end point for our communications. With $100,000 the TAC put a toe in the water of social media and wanted to get the message across that speeding kills. In Australia Facebook takes up 90.5% of all social media time (Nielsen 2010) this would be our central platform.

  • Category

  • License

    • Standard YouTube License

Loading...

When autoplay is enabled, a suggested video will automatically play next.

Up next


to add this to Watch Later

Add to

Loading playlists...