Case History Database

Young Aussie blokes – particularly P-platers – love speeding. They love it to death. Up until 2006 the youth speeding toll was climbing, and the RTA’s best weapon – graphic car-crash advertising – was unable to stop it. Faced with this seemingly insurmountable problem, Clemenger BBDO and the RTA developed a communications solution that succeeded where previous anti-speeding campaigns had fallen on deaf, young ears. ‘Pinkie’ is the most persuasive youth speeding campaign ever. It elicited a crucial behavioural shift, provoked global media storm and empowered the community to render speeding socially unacceptable. Most importantly, ‘Pinkie’ helped save young Aussie blokes.

	Senior Copywriter		Chris Pearce
	Senior Art Director		Baz Baker
	Senior Art Director		Pic Andrews
	Account Planner		Simon Wassef
	Account Planner		Gillian McNaughton
	Senior Account Director		Lucette Parkes
	Group Account Director		Anne Gibson
	Head of TV		Denise McKeon
	TV Producer		Laura O’Connor
	Manager- Road Safety Marketing		Russell Watsford		NSW Roads & Traffic Authority
	General Manager-Corporate Communications		Tracey Arthur		NSW Roads & Traffic Authority