Road Safety – no excuses
Even sensible, normally law-abiding drivers sometimes believe that stretching the limits of the law is socially acceptable. We needed to persuade people that driving outside the speed limit is absolutely unacceptable – no excuses.
Children are our most vulnerable citizens. They bring out the protective side of our nature. What we needed drivers to realise is that speeding virtually equates to child abuse.
The speed ‘excuses’ campaign fulfilled the brief of creating powerful content targeted at drivers who thought speeding was acceptable in some circumstances. It has helped to progress social change, with the ultimate aim being to make speeding, especially low-level speeding, socially unacceptable.