Thursday, 18.04.


A world-first road safety behavior change program encouraging people to ‘drive smarter, not faster’ has been launched by the Queensland Government and creative agency Publicis Worldwide ahead of the Easter long weekend.

Simone Waugh, Managing Director of Publicis Worldwide in Queensland, said global road safety campaigns have always focused on reducing speed by highlighting extreme speed and extreme consequences.

“Traditional speed awareness campaigns featuring severe crash scenes are not connecting with the 94% of drivers who are low-level speeders up to 10km over the limit and believe it’s okay.

“In our research we discovered most drivers don’t deliberately speed, however their busy lives mean they have reduced concentration while driving as they are thinking about everything else but driving while also multi-tasking in the car.

“This is not a campaign but a behavior change program that’s brought together neuroscience with data science with creativity to design and give people real-time actions to help them be present while driving to alter their behavior.”

Transport and Main Roads Minister Mark Bailey said the innovative approach uses neuroscience to tackle the serious issue of speeding, with ads showing real-life Queensland drivers captured on dashcam before they take the experiments in their normal driving state and then analyses their behavior during the experiments.”

“This is the first road safety campaign in the world to tap into neuroscience as a way of changing driving behaviour,” Minister Bailey said.

“With the help of a behavioural neuroscientist we devised eight simple exercises to help Queenslanders stop speeding, stop being distracted and focus on driving.

“The campaign shows drivers in real situations. The dashcam footage doesn’t hold back and shows the reality of speeding and distractions. It encourages Queenslanders to look at the simple techniques they can use to driver smarter, not faster.

Mr Bailey said research had shown speeding saved drivers just 77 seconds on an average urban commute.

“Yet more than one million speeding infringements were issued in Queensland last year. It’s time for this to change,” he said.

“Speeding continues to be a killer on Queensland roads, with almost 60 people killed each year because of speed.

“The Easter holiday period is just a few days away, and we ask all road users to heed the message of the campaign – driver smarter, not faster. Is gaining 77 seconds through speeding worth the risk to you or your loved ones?”

Developed by leading Australian neuroscientist Dr Lucia Kelleher, the experiments highlighted in the new program of work combine a mixture of actions to cater for both cognitive and sensory learners and are available on the website.

Link to see the behaviour change program summary

here ->

Link to launch TVC here ->

Phase 2 launching after Easter is focusing on the key experiments for Queenslanders to trial.


Client: Transport and Main Roads

Director (Community Road Safety): Kerrie Tregenza

Principal Advisor: Michelle Wells, Natalie Doyle

Agency: Publicis Worldwide

Executive Creative Director: Ryan Petie

Creative Director: Lee Griffin

Creatives: Lee Griffin (CD), David Schaak (Art), Kirsten Twigg (Copy)

Head of Broadcast & Content: Vicki Lee

Strategy Director: Susan Lyons

Group Account Director: Vanessa West

Account Director: Laura Bradshaw

Technical Director: Fredy Leivano

Mercer Bell: David Schneider/ Sophia Zhou/ Alistair McCall

Neuroscientist: Dr Lucia Kelleher

Production House: Taxi Films

Directors: Mike Mier & Lav Bodnaruk

Executive Producer: Andrew Wareham

DOP: Lav Bodnaruk

Post Production: The Chop Shop

Editors: Grant Sundin / Jordyn Haney / Steve Thomas / Lav Bodnaruk

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