VicRoads says ‘don’t be a dickhead’ in new online campaign

VicRoads, the Victorian road authority, has today launched provocative video ads to promote road safety, telling young drivers “Don’t be a dickhead”.

The series of video clips focus on preventing people from using the their mobile phones while driving and also targets people who don’t wear their seat belts.

In one ad, a man sitting in a dimly lit room is shown taking a hammer to a lap top, with a the voice over stating: “If you don’t wear your seat belt we’ll turn off Facebook. Don’t be a dickhead, wear your seat belt”.

Among those involved in creating the campaign include Downwind Productions’ Dan Ilic who is also a presenter of ABC1’s Hungry Beast.

Meanwhile in December, the state’s Transport Accident Commission posted on its YouTube channel a video montage of 20 years of its often graphic road safety ad campaigns. It became the third most-viewed sponsored Australian channel on the video-sharing website.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.