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Top 6: August 20th 2025
Radio

Think Road Safety: Sucks to be you

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Top 6: August 20th 2025
Young male drivers are overrepresented in fatal and serious car accidents in South Australia. But research shows these drivers – despite evidence to the contrary – believe they have everything under control. So while traditional road safety messaging uses fear of death and destruction to remind people of the risks, that wouldn’t work here. Instead, we chose to scare them with the one thing that young men find truly frightening – looking lame.


As part of an integrated campaign that showed how dependent and ‘infant-like’ you become without your licence, our two radio spots took the shape of well known but reworded lullabies, being sung to the ‘man babies’ who lost their licence.
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