The Homesafely campaign allowed the public to send road safety messages to their loved ones via personalised radio ads.

Users visited the Homesafely website (homesafely.com.au) and recorded their message, then selecting when their message should be played to coincide with the recipient's drive home.

The most powerful media used were the beloved family and friends of people who don’t drive safely. We found a way to deliver their voice and concern to drivers as they were driving. People knew the driving habits of their loved ones, and therefore were able to program the messages at a time they would be most likely to see or hear them. The central mechanic was the #homesafely website. From this website people could:

1.Create a message asking their loved ones to drive safely (as either a radio ad, or an outdoor billboard)

2.Program where the message will be broadcast (location or radio show)

3.Program when it will be seen or heard (day and time, displayed or played)

4.Receive an email and tweet alerting them when their message is live so they can share the news with their social graph.

Over 250,000 personal messages encouraging safe driving were broadcast to Victorians driving in their cars.

The campaign received massive coverage in Victoria, featuring on all major free-to-air news programmes and in both leading national newspapers, The Age and Herald Sun. In total, an estimated 2.8m people were exposed.

#homesafely's innovative approach to changing behaviour also earned it international acclaim, with articles in leading innovation publications including PSFK and Fast Company.

It’s impossible to tell if #homesafely was directly responsible for reducing the Christmas road toll. But it certainly got the community to act, and get their loved ones #homesafely.