Background / Task
- Stark images of motor vehicle accidents struggle to make an impact with kids (young drivers) who see themselves as bullet proof with such dangers not applying to them.
- Being lectured to is an instant turn off with young people.
- In 2002 the RTA commenced a 3 year sponsorship with NSW cricket team renamed the SpeedBlitz Blues with the intention of using the team to educate young drivers about the dangers of speeding.
Insite created the SpeedBlitz Blues On the Road program that:
- Visited 24 regions across NSW.
- Involved 25 players from the SpeedBlitz Blues who delivered interactive road safety messages to over 19,000 students.
- Targeted students (with a bias towards male students as the primary target market) in the 15 18 age range.
- Achieved significant editorial media coverage in print, television and radio in every region visited.
- Provided an interactive and memorable road safety education experience for young drivers.
- Targeted road safety messages communicated to 19,000 students across NSW.
- 88% of students were 15-18 years old.
- 70% of students were male.
- Experience based implementation of RTA sponsorship to ensure memorability and cut-through.