Everybody hurts'

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Everybody hurts.
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How does a campaign like that contribute to one
of the lowest road tolls in the world?
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1. A consistent strategy and funding
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Transport Accident Commission
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2. Supermarket principles
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A brand is a product with which you can have a
relationship.
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3. A culture of road safety
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4. The three Es
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Do be as shocking as you like.
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Do be as emotional as possible.
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Do show reality and tell the truth.
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Do emphasis the link between drink-driving, speed
etc and real crashes.
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Why does the TAC campaign continue to be
so effective?
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Consumer marketing approach
Research
Cut through creative
Strong Police enforcement
The client-agency relationship
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