Real car crash victims star in road safety government push

5 December 2017

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In the lead up to Christmas, the NSW Government has launched its latest road safety push targeted at Australians in regional NSW.

Real car crash victims are the stars of the NSW Government’s road safety push from creative agency Enigma.

The aim of the campaign is to communicate that too many country people are dying on the state’s road, says the deputy premier, minister for regional NSW and member for Monaro John Barilaro.

Its based on research that you are four times more likely to die in a road crash in the country than metro areas.

“This campaign is about getting the message out to country people that it’s not tourists or people from the city crashing and dying on their roads, it’s them – the locals,” Barilaro said

The ad encourages people to stop making excuses for risky behaviour on their local roads.

The NSW Government is also partnering with local councils, community groups and local industries to help spread this important safety message across regional NSW.

This is the first campaign Enigma has won for the NSW Government, and MD Jen Peace says it’s “more than a win” for the independent agency.

“It represents a humbling opportunity to produce strong strategic thinking and motivating communications that can meaningfully contribute to the NSW Government’s dedication to saving lives on country roads. Our brightest brains are dedicated to working closely with the team at Transport for NSW to achieve effective and emotive work,” she says.

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