TAC (Transport Accident Commission) in Victoria, Australia, launched a visual effects-laden television commercial in March 2006, demonstrating in reverse slow motion the dynamics of an accident in which a woman is knocked over by a speeding car. Police investigator Sergeant Peter Bellion walks the viewer through the accident. “Our job is to reconstruct serious crashes to get evidence that may be used in court. This young woman landed here with serious head injuries following a huge force that threw her over six metres. And the impact here. We can work out that she was hit at 32 kilometres per hour by analysing the car, these tyre marks. So he started braking here. He first saw her when he was traveling at 65. Well let’s change one small thing. Now he’s doing 60 when he sees her. This time he hit her at only five kilometres per hour. She’d just have a bruised leg and we’d never have been called to this incident.” The super: “Wipe Off 5″.
Click on the image below to play the video in YouTube (HD)
Minister for the TAC, John Lenders, said an extra five kilometres per hour was enough to turn a minor incident into a fatality. “There have been a number of high profile road incidents this year which have reminded us all of the agony that road trauma can cause our families,” Mr Lenders said. “It is never safe to speed. Since the first Wipe off 5 campaign was launched in 2001 travel speeds in 60 kilometre per hour zones have dropped by almost 3 kilometres per hour, showing some improvement in driver behaviour. Fatalities in low speed zones have dropped by 34 per cent in the same period. While Victorians are beginning to improve their driving behaviour there is still room for improvement.”
Mr Lenders said over-confidence was still a problem on Victoria’s roads. “People are too quick to assume that going five kilometres per hour faster is safe because they’re skilled drivers,” Mr Lenders said. “Driving just five kilometres per hour over the speed limit in a 60 zone is as dangerous as driving with a blood alcohol concentration of 0.05. When you speed you have less time to react, when you brake it takes longer to stop, and if you crash you’ll hit harder. Travelling at 65 kilometres per hour instead of 60 won’t get you to your destination much quicker – at best you’ll save just 46 seconds over a ten kilometre trip.”
TAC Reconstruction was created at Grey Worldwide, Melbourne, by creative director/art director/copywriter Nigel Dawson, with agency producer Sandi Gracin.
Editor Drew Thompson, at Guillotine, Sydney, was shortlisted at the Clio Awards 2007.
Sound was designed at Song Zu, Sydney, by Simon Kane. Music was composed by Ramesh Sathiah at Song Zu.
Visual effects and animation were developed at Fin Design, Sydney, by animator Stuart White, visual effects producer Emma Daines, visual effects editor Richard Lambert.