Speeding is entrenched in youth culture. It’s cool. We wanted to change this attitude. Our primary 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 created ads with people wiggling their pinkie finger at speeding drivers. In Australia wiggling your pinkie at someone says "you’ve got a small dick".