Challenge

Young men are the biggest killers on Victorian roads. They rarely listen to the authorities urging them to slow down.

Strategy

Use young women as a channel to convince young me to slow down. Leverage their use of Pinterest, where they usually go to plan happier occasions like weddings, and surprise them by showing 'How to plan a funeral' for a male friend.

Result

With a campaign reach of 1.8 million people the message, "I'd hate to plan your funeral - slowing down won't kill you" was shared by thousands of women with men.

Use young women as a channel to convince young men to slow down. Leverage their use of Pinterest, where they usually go to plan happier occasions like weddings, and suprise them by showing 'How to plan a funeral' for a male friend.

With a campaign reach of 1.8 million people the message, "I'd hate to plan your funeral - slowing down won't kill you" was shared by thousands of women and men.