The Campaign

Just like on the footy field, mateship is the glue that unites regional communities.

Mates look out for mates - it's a big part of the Aussie culture. And they'd never intentionally do anything that would cause us harm. It's just that sometimes, our mates can turn into blokes who, let's just say, make bad decisions. Especially on the roads.

In this advertising campaign we've come up with a new name for this change in a mate's behaviour. We're calling it "Matemorphosis" -
when your mate gets behind the wheel and morphs into a

By Country People, For Country People

This is the first road safety campaign that's specifically made for country South Australians, by country South Australians. The TV ads don't use actors, but real people from different regions across SA and were filmed at Callington Football Club oval.

The campaign acknowledges that too many deaths occur on our roads because country roads are different to anywhere else. We all know we can't change where we drive, but we can change how we drive. And the campaign makes the point that it's up to all of us to make country roads safer.

All we ask is that if a mate of yours speeds, or doesn't wear a seatbelt or drinks and drives you look out for them - just by telling it like it is...