Road trauma is the biggest killer of those aged between 0 and 14.
As part of their regular Road Safety Calendar, the Australian Road Safety Foundation briefed us to develop a campaign to remind people to slow down to 40 around school zones as kids returned to the classroom in 2021.
The budget was small, but the ambition was large. We knew a traditional message wouldn’t cut through in the way we needed.
We needed an idea that could be shared socially, garner media coverage and get people talking – this ‘noise’ would get the fact school zones were back in operation top-of-mind.
We created cut-through messages that thanks to the magic of Spotify geo-targeting, were only served once drivers were within 5km of a school zone.
We called them Slow Down Songs. Each song would start out at normal speed before dramatically slowing down allowing for our message to be delivered: “This Slow Down Song is to let you know that you are now near a school zone, and will need to slow down to 40 when you enter it”.