Children shouting the excuses that drivers make about rule-breaking is a powerful message about the childishness of not obeying school zone laws. The idea by cummins&partners, that combines tongue-in-cheek humour and biting honesty is the foundation of Love 40 road safety campaign, No Excuse in a School Zone, for Tasmania’s Road Safety Advisory Council.
It launched to coincide with the start of the new school term in Australia to tackle the issue of rule-breaking drivers in school zones who put the safety of children and school crossing patrol officers at risk.
“It really struck us when we heard the excuses drivers give when they get caught breaking rules in a school zone,” stated Alice Tran and Becky Worley, creative team at cummins&partners. “They really are so childish. The kids that became this campaign’s mouthpiece bought this message to life better than any adult could. They show us just how ridiculous this behaviour looks – and if they can understand that, we should too.”
The full campaign covers TV, radio, OOH, and social media, including some local influencers in Tasmania, reaching a wide audience range, from parents to commuters.
“As we start another school year, it’s imperative for all drivers to remember that road safety doesn’t just apply during the first week of school, it’s an ongoing, year-round commitment,” commented Scott Tilyard, chair of the Road Safety Advisory Council. “We often receive reports from our school crossing patrol officers about incidents where drivers are either speeding or not paying attention in school zones. No matter the circumstances – whether you’re running late or facing other pressures – unsafe driving in a school zone is never acceptable.
Credits:
Client: Road Safety Advisory Council Tasmania
Senior Consultant: Alysse Gavlik
Manager Policy & Projects: Yasmin Maskiell
Marketing Officer: Amy Pennington
Creative Agency: cummins&partners
Chief Creative Officer: Sean Cummins
General Manager: Katherine Chen
Executive Creative Director: Brendan Willenberg
Art Director: Alice Tran
Copywriter: Rebecca Worley
Strategist: Ben Thomas
Media Director: Johan Micheelsen
Executive Producer: Steven Tortosa
Account Director: Lily O’Connell
Director: Michael O’Neill
