LOWERING THE ROAD TOLL IN NSW TO ITS LOWEST LEVEL SINCE WORLD WAR 2

This is probably the work that means the most to me. Meeting the people, and the people around them, who have been through such shocking pain, was a truly humbling experience. The strength they displayed through this hardship was profound. A short term campaign that was supposed to be one ad, it turned into eight separate ads in three different stages over a year and a half. The end line, Don't rush, is still in use almost ten years later.

Research proved that over the Easter weekend it launched, the road toll halved from the year before. And longer term it helped lower the toll to levels not seen in seventy years. Whilst the RTA's "pinkie" campaign rightfully won a lot of creative awards, the RTA believes this campaign was actually more successful at doing what it set out to do- lower the road toll, and make people reconsider their speed.

It was so successful it was even exported to Bosnia!