Hobby home page
IPA Banner Open Doors
Electriclime gif
jw collective
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

There’s Nothing Casual About Speeding in BMF and UM's Campaign to Target Low Level Speeding

Creative 49 Add to collection

In Transport for NSW’s latest campaign, BMF challenges casual perceptions of low-level speeding

There’s Nothing Casual About Speeding in BMF and UM's Campaign to Target Low Level Speeding

The NSW Government, working with BMF and UM, has released a new, hard-hitting campaign urging motorists to slow down and think about the risks of going ‘just a bit’ over the speed limit.

In NSW between 2015 and 2019, at least two thirds of speed-related deaths and serious injuries occurred when a driver or rider was travelling no more than 10km/h over the sign posted speed limit.

In Transport for NSW’s latest campaign, 'Casual Speeding. Every K Counts', BMF challenges these casual perceptions of low-level speeding to reset the attitudes and culture on NSW roads. The launch spots are a confronting reminder that there’s nothing casual about any form of speeding and reinforce the serious consequences these attitudes can bring.

Tara McCarthy, deputy secretary for safety, environment and regulation, Transport for NSW said: “Every km counts when it comes to speeding on our roads, a little bit over double your chance of crashing, and this campaign demonstrates how speeding can change your life and others’ lives forever.”

Christina Aventi, chief strategy officer at BMF said: “By labelling a new type of speeding, the ad encourages motorists to take a moment to self-assess, recognise risk and correct their low-level speeding. We hope that the term ‘Casual Speeding’ provides a way for road users to talk about this dangerous behaviour.”

It will be supported by a wide-ranging media strategy developed by UM to spark discussion. The campaign launched in Sunday night’s 6pm News. It will be supported by OOH and include a radio partnership and social media to tap into diverse state-wide communities at grassroots.

Andy Clift, senior client director, UM says: “Our media strategy will shift the cultural perception of ‘speeding’ by defining and showcasing the impact of what a few kilometres over the speed limit can have,” He said “Speeding is endemic across all cultures and communities so we are ensuring we reach all groups.”

The three main objectives of the campaign are to educate drivers and riders on the significant role speeding plays in fatalities and serious injuries on NSW roads; reset drivers’ attitudes to how they view their normalised ‘everyday speeding’ behaviour; and to highlight the unique risks of speed and its contribution to crash likelihood and severity.

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Client: Transport for NSW

Creative Agency: BMF

Chief Creative Officer: Alex Derwin

Creative Team: Stephanie Allen, Bob Broadfoot, Roy Leibowitz, Chris Wilson, Millicent Malcolm and Dave Lidster

Head of Art & Design: Lincoln Grice

Designer: Gabriel Mangulabnan

Chief Strategy Officer: Christina Aventi

Head of Planning: Ali Tilling

Chief Executive Officer: Stephen McArdle

Head of Account Management: Richard Woods

Account Director: Anna Lawrenson

Senior Account Manager: Ryan Tyson

Account Manager: Anja Cherry

Head of TV: Jenny Lee-Archer

Agency Producer: Emma Friend

Director: Fiona McGee

Production Company: Goodoil

Producers: Claire Richards and Chana McLallen

Post Production: The Editors

Editor: Mark Burnett

Sound Production: Rumble

DOP: Shelley Farthing Dawe

Integrated Producer: Simone Plaza

Digital Producer: Yolande Francis

Front-end Developer: King Tan

Finished Artist: Gabriel Mangulabnan

Creative Services Director: Clare Yardley

Media Agency: UM

Group Director: Peter Stewart

Sr Client Director: Andy Clift

Client Director: Mel Haggerty

Strategy Director: Cam Roberts

Planning Manager: Dan Cremona

Genres: Dialogue

Categories: Government, Corporate, Social and PSAs

BMF, Wed, 17 Nov 2021 08:04:00 GMT