In April 2016 the Motor Accident Commission launch the "Share the road" campaign to promote positive road culture.
The campaign positioned road users as people, not just cars or bikes and promoted the key message to road users to ‘think about who you’re sharing the road with.’
The campaign visually personalised familiar road objects by adding human names to key focal points. This visual representation explained that everyone using the road is a real person, who has real families just like them.
The campaign was able to reach a large range of South Australians to foster a positive attitude between different road users and it’s expansive reach to both metropolitan and regional South Australians allowed it to create significant and impactful awareness.