Speed is a major behavioural issue contributing to fatalities and serious injuries on South Australian roads. Speed not only impacts the risk of crash involvement but also the severity of the crash.
To combat behaviours around speed, the Motor Accident Commission (MAC) launched its Hairy Fairy campaign in 2016.
The campaign uses a humourous approach to engage audiences with the difficult subject matter and aims to change behaviour, by normalising sticking to the speed limit. The ‘Hairy Fairy’, a fictional character, helps drivers recognise moments when they may be tempted to speed and encourages them to avoid situations that could ‘get hairy’.
MAC’s Hairy Fairy campaign was developed not only to create awareness around speed and shift undesirable behaviours, but to prevent those who are already doing the right thing, from shifting backwards.
The campaign continues to have a significant impact, among its target audience and in 2017 won the national AMI Award for Social Marking and Social Change.