This was a double challenge – improve road safety (usually a negative message to ‘at fault’ drivers), with a campaign that also made the public feel so good about the RAC that it would drive recommendation, preference and image change.

We identified a neglected road safety issue that side stepped the blame game - driver inattention. And invented a world first: an Attention Powered Car – which goes when you’re paying attention and slows to a stop when you are not. This was deployed as a moving laboratory to test causes and solutions to inattention. A multiphase experiental based channel mix created participation opportunities for the public and amplification of the tests and results.

The campaign met and exceeded all key business objectives and helped contribute to a continuing decrease in the road toll.