TV ad: Road Safety Commission: Zero Heroes

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In an Australian first, 303MullenLowe and the Road Safety Commission of Western Australia have created a road safety campaign that focuses on drivers doing the right thing on our roads. That's because there's over 800,000 'Zero Heroes' in WA - drivers who have not received a demerit point in three years - and have the potential to positively influence the driving behaviour of others.

To recognise and thank these drivers, hidden cameras were planted inside test vehicles and driven by unsuspecting Zero Hero drivers. Roadside traffic signs were then used to deliver personalised messages of thanks.

This is the making of the TV campaign.