RTA

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’s Solution
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.

The Results

• 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.