Breakpoint
Transport Accident Commission
Issue 46 | April 2018
Agency
Clemenger BBDO Melbourne
Creative Team
Stephen de Wolf, Joe Sibley, Giles Watson, Adam Hengstberger
Production Team
Christian Russell, Cynthia Bons, Maryne Muroni, Sylvain Simao Sonali Bhattacharya
Other Credits
Naomi Gorringe, Bianca Shah, Emma Williamson, Matt Pearce, Brie Stewart Lizzy Garland, Nicchia Gray, Bianca Kerr Client: Samantha Cockfield, Samantha Patterson, Gemma Radbourn
Date
July 2017
Background
30% of road deaths are due to driver fatigue.
The Transport Accident Commission in Australia recommends stopping every two hours – most drivers don't.
Idea
A new reason to pull over was created, by showing drivers they were passing something worth stopping for.
Heavily travelled, high-risk routes were identified, then social media channels were searched for images taken nearby. These became billboards which were placed on location, encouraging drivers to stop somewhere they wouldn't have before.
Stops could be saved to Google Maps. User-generated photos became more breakpoints.
Results
Most importantly, the campaign contributed to an 83% reduction in fatalities in the identified areas.