249 people died on Victorian roads last year. But it’s hard to imagine that number as anything more than just that: A number. TAC needed to humanise this road toll and get people to think of it not as a statistic, but as 249 loved ones who were torn away from their friends and family.

With this in mind, we created a commercial featuring an unscripted man-on-the-street-style interview with real a working class Victorian. In the spot, this Victorian citizen is told that 249 people died on our roads last year, and then asked what he thinks a more acceptable number might be. He responds with 70, but what he doesn’t know is that many of his family members are waiting around a corner. Once he says 70, that exact number of family members emerge. Thus showing him (and the audience) why zero is the only acceptable number.