“It really struck us when we heard the excuses drivers give when they get caught breaking rules in a school zone.”
Tasmania’s Road Safety Advisory Council (RSAC) has launched ‘Love 40’, an integrated campaign taking aim at rule-breaking drivers in school zones, via cummins&partners.
The road safety campaign coincides with the start of the new school term to tackle the dangerous issue of rule-breaking drivers in school zones. With the safety of children and school crossing patrol officers at risk, the campaign challenges those everyday reckless driving habits.
The work m features school children mirroring the excuses often made by drivers, taking aim at drivers who ignore speed limits, fail to stop for school crossing guards and let a lack of concentration affect their driving in school zones.
“It really struck us when we heard the excuses drivers give when they get caught breaking rules in a school zone,” Alice Tran and Becky Worley, Creative Team at cummins&partners, said.
“They really are so childish. The kids that became this campaign’s mouthpiece brought this message to life better than any adult could. They show us just how ridiculous this behaviour looks – and if they can understand that, we should too.”
The integrated campaign has rolled out across TV, radio, OOH, and social media, including some local influencers in Tasmania.
“As we start another school year, it’s imperative for all drivers to remember that road safety doesn’t just apply during the first week of school, it’s an ongoing, year-round commitment,” Scott Tilyard, chair of Road Safety, said.
“We often receive reports from our School Crossing Patrol Officers about incidents where drivers are either speeding or not paying attention in school zones.
“No matter the circumstances - whether you’re running late or facing other pressures - unsafe driving in a school zone is never acceptable.”
Credits:
Road Safety Advisory Council Tasmania:
Senior Consultant: Alysse Gavlik
Manager Policy & Projects: Yasmin Maskiell
Marketing Officer: Amy Pennington
Cummins&partners:
Chief Creative Officer: Sean Cummins
General Manager: Katherine Chen
Executive Creative Director: Brendan Willenberg
Art Director: Alice Tran
Copywriter: Rebecca Worley
Strategist: Ben Thomas
Media Director: Johan Micheelsen
Executive Producer: Steven Tortosa
Account Director: Lily O’Connell
Director: Michael O'Neill
