Speed is the number one issue facing road safety. Road safety experts are uniform in their position that the most effective way to reduce road trauma is to reduce traffic speeds.
To combat the behavioural issue of speeding, the Motor Accident Commission (MAC) launched the ‘Crash Puzzle’ campaign in 2012. The ‘Crash Puzzle’ campaign was designed to inform all drivers that their small contributions to speeding, contributes to the overall road toll.
Using different creative to inform the public that ‘when we all slow down, so will the road toll’, the campaign was successful in demonstrating how everyone plays a part in reducing the road toll.
The campaign reached many south Australian drivers using diverse advertising with the objective of normalising driver behaviours around sticking to speed limits and in changing attitudes around the behavioural issue of low level speeding