The Roads and Traffic Authority, NSW, Australia, has just launched an anti-speeding campaign aimed at young men, using the tagline, “Speeding. No one thinks big of you”. The 45 second TV ad, launched tonight, features a young man burning rubber on a city street, hoping to impress the girls. However they’re not impressed. Instead of thumbs up, they show limp pinkies, using their little fingers to indicate the size of the speeding guy’s appendage and intelligence! Another driver narrowly misses a female pedestrian. He gets the pinkie verdict from another older woman who witnesses the incident. To top it off, the back seat passengers produce the pinkie verdict as their driver swerves his way around a street corner due to high speed.
Click on the image below to play the video in YouTube
The RTA has developed the campaign in response to two factors. Many young guys see speeding as cool. All the ads in the world showing the serious injury and death that speeding can cause are becoming less effective. Increasingly, young guys simply reject this message. They have an “it won’t happen to me” attitude. The ‘Speeding. No one thinks big of you’ campaign takes a totally different approach. It offers young drivers an immediate consequence… speed and people will think poorly of you. It purposely talks to young guys in their language. Testing of the finished ad has shown this is a very salient thought that will change young drivers’ behaviour. It could very well be the thread that unravels the mindset that speeding is cool.
In NSW speeding is a factor in about 40 per cent of road deaths each year. This means more than 220 people die each year in NSW because of speeding. In addition to those killed, more than 4000 people are injured in speed-related crashes each year. The estimated cost to the community of speed-related crashes is about $500 million a year.
The Pinkies ad was developed at Clemenger BBDO, Sydney, by art directors Baz Baker and Pic Andrews, copywriter Chris Pearce, and agency producers Denise McKeon and Laura O’Connor, account managers Anne Gibson and Sarah Regan, account planners Gillian McNaughton and Taz Bareham.
Media was planned by Jordaan Knaap, Customedia.