A launch TVC intended to slow West Australians down on the road. Instead of preaching 'speed is bad', this film introduced the idea that 'slow is good' - both in life, and on the roads.
The Office of Road Safety
Enjoy the Ride
OFFICE OF ROAD SAFETY - Enjoy the Ride Brief: Reduce speeding, and subsequently fatalities on West Australian roads Strategy: Enjoy the Ride. The way we live our lives is symptomatic of the way we drive – too fast. So rather than another gruesome anti-speeding campaign, we celebrated slow is good. Result: Since launch we’ve seen 16 fewer deaths on our roads. These could be due to other measures such as weather or police presence, but results like these are unique in our history. Multiple Effie award winner, including the Grand Effie.