Children create road safety campaign to discourage dangerous driving habits

Children across South Australia have created a road safety campaign for QBE Insurance to discourage their parents from partaking in dangerous driving behaviours.

The campaign, created by The Core Agency, leveraged behavioural science theories which found that people are more likely to make positive changes if their children ask them to.

In a 60 second campaign local South Australian school children made an ad which called on parents to slow down, keep a safe distance and turn their phones off.

Parents then came together to watch the ad created by their children.

As South Australia had a 16% increase in fatalities since last year, the road safety campaign aims to reduce the death toll as a result of driving incidents.

The campaign is running across TV, social, print and digital.

“Road safety is a vital topic that demands personal relevance to truly engage people. Engaging children as the voice for the message gives the work a huge emotional impact,” Christian Finucane, founder and creative partner at The Core Agency, said in a statement.

Bettina Pidcock, chief customer officer at QBE Australia and New Zealand, added: “There’s nothing more important than keeping our roads safe for everyone.

“We hope the authenticity of this content will help this critical message cut through to drivers and encourage them to make small commitments to changing their behaviour.”


  • Client: QBE Insurance
    CEO Australia & New Zealand: Vivek Bhatia
    Chief Customer Officer: Bettina Pidcock
    Senior Marketing Manager: Gabby Tyler
    Marketing Partner: Rob Jones
  • Agency: The Core Agency
    Creative Partner: Christian Finucane
    Creative Partner: Jon Skinner
    Strategy Director: Simon Rich
    Senior Copywriter: Kevin Macnamara
    Senior Art Director: Simone Parravicini
  • Managing Director: Jane Callister
    Senior Account Director: Rebecca Scott
    Senior Account Manager: Joseph Rosslind
    Senior Producer: Bill Doig
    Producer: Apple Stuart
  • Production Company: Revolver / Will O’Rourke
    Director: The Glue Society / Pete Baker
    Director of Photography: Geoffrey Simpson
    Managing Director / Executive Producer: Michael Ritchie
    Executive Producer / Head of Projects: Josh Mullens
    Producer: Nicole Crozier
  • Producer: Jasmin Helliar
    Production Designer: Enzo Iacono
    Photographer: Josh Geelen
    Offline Post: The Glue Society Studios
    Editor: Luke Crethar
    Online Post / Grade: Vandal – Senior Producer Sarah Dicks
    Audio Post & Music: Otis Studios – Lukas Farry and Alejandro Gomez

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