NSW Government warns of ‘casually’ speeding dangers in latest ad
The NSW Government has released a campaign warning drivers of the dangers of speeding via BMF, which received $1.439 million (including GST) for the work.
The ‘Casual Speeding. Every K Counts’ aims to spread awareness about the dangers of speeding on the road, as at least two thirds of deaths and injuries on NSW roads between 2015 and 2019 occurred when the vehicle was travelling no more than 10km/hr over the speed limit.
In the 60-second spot, drivers on the road observe the speed limit, and say either to themselves or their passengers that they are going around the speed limit. The spot ends with the reveal that one of the incidents has resulted in a crash, with implied serious injuries.
Transport for NSW deputy secretary for safety, environment and regulation Tara McCarthy said: “Every km counts when it comes to speeding on our roads, a little bit over double your chance of crashing, and this campaign demonstrates how speeding can change your life and others’ lives forever.”
BMF chief strategy officer Christina Aventi added: “By labelling a new type of speeding, the ad encourages motorists to take a moment to self-assess, recognise risk and correct their low-level speeding. We hope that the term ‘Casual Speeding’ provides a way for road users to talk about this dangerous behaviour.”
The campaign launched last Sunday, 14 November, is on TV, out-of-home, radio and social.
Credits:
Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Team: Stephanie Allen, Bob Broadfoot, Roy Leibowitz, Chris Wilson, Millicent Malcolm and Dave Lidster
Head of Art & Design: Lincoln Grice
Designer: Gabriel Mangulabnan
Chief Strategy Officer: Christina Aventi
Head of Planning: Ali Tilling
Chief Executive Officer: Stephen McArdle
Head of Account Management: Richard Woods
Account Director: Anna Lawrenson
Senior Account Manager: Ryan Tyson
Account Manager: Anja Cherry
Head of TV: Jenny Lee-Archer
Agency Producer: Emma Friend
Director: Fiona McGee
Production Company: Goodoil
Producers: Claire Richards and Chana McLallen
Post Production: The Editors
Editor: Mark Burnett
Sound Production: Rumble
DOP: Shelley Farthing Dawe
Integrated Producer: Simone Plaza
Digital Producer: Yolande Francis
Front-end Developer: King Tan
Finished Artist: Gabriel Mangulabnan
Creative Services Director: Clare Yardley
Media Agency: UM
Group Director: Peter Stewart
Sr Client Director: Andy Clift
Client Director: Mel Haggerty
Strategy Director: Cam Roberts
Planning Manager: Dan Cremona
Have your say