With Tasmania seeing an uptick in drivers flouting school zone rules, we needed a campaign that was both positive and hard-hitting enough to change behaviour.
Hearing the excuses that those caught breaking the rules give, it became apparent just how childish the behaviour of these drivers was. The kids that became this campaign’s mouthpiece brought this message to life better than any adult could.
Through a series of powerful executions, the integrated campaign features school children mirroring the excuses often made by drivers with tongue-in-cheek humour and a biting honesty, taking aim at drivers who ignore speed limits, fail to stop for school crossing guards, and let a lack of concentration affect their driving in school zones.
The campaign launched across Tasmania on BVOD, OOH, radio and social channels.
