Road Traffic Authority of NSW direct mail case study

This 2007 campaign for the Road Traffic Authority of New South Wales set out to get road safety messages over to Australians aged 17 to 25 – a group traditionally unreceptive to 'serious' topics.

The message was delivered by actively involving the core target audience in both the creation and the communication of the adverts via an interactive website.

A total of 7,900 ads were created on the website, with 40% of visitors designing one. The campaign was spread virally by 12% of unique entrants to a further 1,213 people by prompting them to request one or more ‘pimp-offs’ with a mate.