South Australia Police
Driving behavioural change.
Service
ReputationOur Expertise
Integrated campaign
Introduction
One hundred and fourteen lives were lost on South Australian roads in 2019 — the highest number of fatalities in the state since 2010. The South Australian Police were committed to improving safety on our roads. We needed a behaviour change campaign with impact.
01.-
The Challenge
Reducing deaths on SA roads.
SAPOL needed to engage young male drivers — the most over-represented demographic, yet also the most desensitised to messaging typically used in road safety campaigns. Previous campaigns tended to focus on penalties and 'social death'. We needed to unlock a more powerful approach.
02.-
Strategic Creativity Delivered
Stories of grief speak to the heart.
We sought to expose the long-lasting psychological and emotional scars left by road trauma. We re-told the true story of the fatal crash of 18-year-old Nick Holbrook from multiple angles via harrowing testimony from Nick’s parents, the first responders to the scene, and Nick’s best mate Phillip, who was behind the wheel. The result: a series of 13 moving clips and integrated assets providing compelling insight into the many forms of deep human suffering that exist beyond every statistic.
03.-
Success
On the road to safety.
Since the Life Sentence campaign ran, there has been a 38% increase in young drivers who avoid risks and drive with full care and attention as well as a reduction in road deaths, with halo effects seen across the general population. This campaign has proven so persuasive that its assets have been extended into an educational program for schoolchildren and professional drivers throughout South Australia.
