How Transport for NSW’s country roads campaign saved lives. 27 to be precise.

Transport for NSW

Sector

Government

Services

Strategy

Print Design

Social Strategy

Production

Conceptual  

Digital Design

Public Relations

Advertising

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Background

Most rural road deaths are caused by male country drivers - but try telling a regional middle-aged Aussie he’s wrong. We uncovered two powerful insights:

1) these men tell themselves all kinds of excuses.

2) a successful message must recognise them as community heroes.

Objective

To highlight this dangerous behavior by hijacking two well-used Aussie colloquialisms…”Yeah…BUT” and “Yeah…NAH”.

Campaign

We used ‘Yeah…BUT’ to hold up a mirror to dangerous driving excuses; then ‘Yeah…NAH’ to show drivers heroically rewording their thoughts behind the wheel and giving them permission to drive slower, safer, etc.

Results

Message consideration hit an all-time high of 98%. In 2018, there were 27 fewer fatalities than the previous year and campaign recognition reached 72% in 2019 (10% higher than the research benchmark).

A new Knight rises.

Newcastle Knights

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