TAC Speeding The Good Driver
Victoria’s Transport Accident Commission (TAC) has launched a TV ad urging reckless speeding motorists to take a ‘damn good look at themselves’. The campaign features a male motorist, accompanied by his alter ego who represents his reasonable, considerate self. Although the man regards himself as a competent and experienced driver he constantly exceeds the speed limit.
The new campaign comes as new Sweeney research reveals that 70 per cent of motorists believe they are above average drivers and 89 per cent of drivers admit they exceed the speed limit at least some of the time.
Victorian Minister for Roads and Ports, Tim Pallas, describes the new approach as important in exposing a contradiction between driver attitudes and behaviour.
“Many Victorians understand the ramifications of speed but there are still drivers who continue to speed and make excuses to justify their behaviour,” Mr Pallas said. “Over 25 per cent of drivers believe that driving up to 10 km/h over the speed limit usually quite safe. This campaign highlights that this is unacceptable behaviour and there are very real consequences for not driving within the speed limit. When legislation is supported by a combination of public education, enforcement and improved infrastructure, the greatest results are gained – lives are saved. Information campaigns are a crucial part of that process. The road toll has fallen in recent years from 444 in 2001 to 337 in 2006, so we know this combination is working.”
The Good Driver ad was developed at Grey Melbourne by creative director/copywriter Nigel Dawson, art director Peter Becker, and agency producer Sandi Gracin.