Red Jelly’s Tasmania road safety speeding awarness campaign shows its shattering impact

The shattering effect of speeding on lives is the centrepiece of a new campaign by Red Jelly for the The Road Safety Advisory Council Tasmania.

The campaign features x-ray vision of bones after the impact of speeding backed with the tagline Speeding Shatters Lives.

Running across TV, print, outdoor, radio and digital, Red Jelly also worked with media outlets to place stories about the people who’s lives had been shattered by speeding nearby the ads.

“We wanted a simple, memorable idea that would show how fragile the human body actually is. It’s just not built to absorb the impact of a crash,” said Red Jelly director Peter Choraziak.

He said that by showing the graphic images of broken bones, it helped to move road safety advertising away from more traditional imagery of smashed cars and would resonate with those people who thought even going just a little over the speed limit was acceptable.

The audio of a shattering bone was also considered crucial to the success of the campaign, while newspapers used transparent stock to simulate x-ray films.

Speeding shatters lives


  • Account Director: Claudia Steven
  • Account Manager: Lachlan Wittick
  • Concept and direction: Peter Choraziak
  • Copywriter: Chris Bellears
  • Art Director: Marcus Saunders
  • Graphic designer: Tom Baxter
  • Producer: Nadine Rowell
  • Animation: Adam Walker Film
  • Media strategy: Tania Warren

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