Speed is the biggest killer on Victorian roads. The TAC has a long-term ambition to reduce injury and death from road trauma by 30% by 2017. They needed a campaign to reduce speeding, which an entire State could get behind
While the Victorian community was aware of the dangers of low-level speeding, there was no clear community ownership of staying within the speed limit and a perception that not everyone was doing it. In the past, the Wipe Off 5 message had always educated drivers on the dangers of speed, but never rallied them to get behind the limit and influence others to do the same.
The community needed a shift of TAC’s low-level speed strategy from education to collectivism.
The Drive to Wipe Off 5 was activated across countless channels and executions within the biggest and most popular community in Victoria, the Australian Football League (AFL).
The Drive to Wipe off 5 was a key contributor to changing driver behaviour in 2013. There was a huge reduction in speeding tickets issued throughout Victoria in August and September, indicating that actual driver behaviour was influenced by the campaign. And most importantly, by the end of 2013 Victoria recorded its lowest road toll since 1924.
- 64% decrease in self reported speeding
- 14.2% decline in road toll