Rural drivers were not heeding RTA safety messages. They believed their knowledge of local roads ‘allowed’ them to speed, not wear seatbelts and to drink and drive. But with 8 out of 10 rural road accidents caused by rural drivers it was time to bust the myth. Real friends and relatives of real rural road victims stood bravely at roadside crosses and made moving pleas to their local communities to please, drive safely.

Post campaign analysis revealed that we succeeded in cutting through to a previously unreachable audience with 70% campaign awareness.