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.


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


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