Problem:
Speeding is one of the major killers on South Australian roads and many people underestimate the increase in crash risk and injury severity that comes from low-level speeding. The challenge was to change the perception around low-level speeding.
Insight:
Low-level speeding is considered to be extremely common among drivers (“everyone else is doing it”), but the reality is that most South Australians drive at or below the speed limit most of the time. Low level speeding can make things hairy for other drivers on the road.
Idea:
Meet the Hairy Fairy. The Hairy Fairy is the little guy who taps you on the shoulder when you’re going a bit too fast and reminds you to slow down ‘before things get hairy’. This idea was executed across TV, radio, digital (paid and social), press, bus backs, AdShels and regional billboards.
Results:
The campaign was very successful in changing attitudes around low level speeding and was awarded the Australian Marketing Institute’s 2017 national award for marketing excellence in the category of Social Marketing & Social Change.
Campaign:
2016, Cumins&Partners.
Role:
Account director.
Courtney Garfoot 