Outdoor ad: Transport Accident Commission: Speedkills

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In an effort to reduce deaths on rural roads a town named Speed changed its name using the town sign to act as a beacon for the cause.

Rural speeding is a major issue in Australia. Showing shocking images of its consequences is just one approach to combating the problem, but agency Naked Communications explored another.

Naked found a town in rural Australia called Speed. They engaged the townsfolk (all 45 of them) to use their town's quirky name to make speeding socially unacceptable.

Speed agreed to change its name and town sign to SpeedKills if enough people supported the idea on Facebook.

The target of facebook 'likes' was achieved and the town revealed its new name and sign to the world's media. The sign became Australia's most famous piece of outdoor media, being featured on millions of dollars of earned media.

A week later the sign was stolen, creating another wave of PR exposure.

And finally, Google Maps and the Victorian Geo registrar recorded the town’s name change too.