PIMPOURADS.COM engages young people to create their own ads to communicate road safety messages to their peers.The site comprises design tools and photos that allow even a design novice to create hard hitting ads.A “send your ad to a friend” option allows people to challenge their mates to a “pimp off”. The viral impact is considerable.The target is young drivers, learner drivers and pedestrians in New South Wales, Australia, 17-30 years.The best ad (announced April 2007) will feature in the RTA’s next state-wide campaign. Its creator will win a Toyota Yaris.