Speeding is entrenched in youth culture. It’s cool. We wanted to change this attitude.Our target was young guys. In 2006 the death toll amongst 17 -25 year old drivers had doubled. 85% of those killed were males.So we showed young guys what people really think of them when they speed.We got people to wiggle their pinkie finger at speeding drivers. In Australia, wiggling your pinkie at someone means ‘you have a small dick’. We also created our own extra, extra small condoms.This let guys know loudly and clearly: ‘Speeding. No one thinks big of you.’

The campaign was a mix of old and new media. It used TV, cinema, magazine, outdoor, ambient, internet and viral. We also created our own product XXS condoms, which were distributed through youth channels.

The campaign generated massive PR in Australia and around the world. BBC News reported, ‘it was the third most emailed story in the world’.Most importantly the campaign became entrenched in youth culture with people using the ‘Pinkie’ device to express their disapproval of speeding drivers.