Fatigue is a contributing factor for between 16 - 20% of fatalities on Victorian Roads, and in Winter, the risk is amplified due to the icy and rainy conditions. From research with holiday drivers, we learnt their energy was focused on the excitement and scenery provided by the destination. That’s where their attention, and their Instagram camera, was firmly pointed.

By pulling over and stopping on their journey it would make the best bits feel further away. That was a compromise they were unwilling to make, even if they were fatigued.

The Transport Accident Commission knew drivers were no longer responding to campaigns simply telling them to stop. To change behaviour, Breakpoint needed to embrace modern driver behaviour and demonstrate that stopping on a long drive could actually be as enjoyable as arriving at the destination itself.

The Breakpoint campaign lived on major Australian roads from July 1st –August 31st – during the busy and dangerous winter season.

After identifying high-risk routes, we searched social media for geo-located photos taken along these roads. The campaign launched with 31 of the best photos turned into physical mobile billboards, placed back at the location they were taken. Each billboard became a ‘Breakpoint’ - a safe location for drivers to stop and take their own photographs.

Drivers were targeted through social media before their journeys and were driven to the mobile-first campaign website where they could explore Breakpoint locations along their routes. Using native Google Maps integration, these could be safely added to mobile devices as navigation waypoints.

Influencers expanded the campaign by creating their own hashtagged Breakpoints which were shared with followers. These then became physical billboards.

Targeted Spotify ads also safely alerted drivers when they were nearing Breakpoints.