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TAC – SpeedKills - Campaign of The Month

We all have our favourites. Campaigns that stand out from the crowd and deliver cut through, whether it be its creative content, the executional format or overarching idea.  Well below is the campaign that caught our eye this month.

TAC – SpeedKills

Campaign Objective: Raise awareness of rural traffic incidents.

The success of this social media campaign resulted in a temporary name change for the Victorian township of Speed.  To help highlight the growing number of rural speed deaths Victoria’s Transport Accident Commission launched a Facebook campaign with the goal of renaming the town SpeedKills.  On the basis the Facebook page received 10,000 ‘Likes’ the township in return would receive a $10,000 donation to the local Lions Club.

Boosted by PR reports this goal was achieved within 24hrs. Additional incentives resulted in a staggering 31,740 ‘Likes’ and the 45 residents of Speed subsequently changed their town name for a month.

So how did this idea eventuate? A senior TAC manager drove through the town on his way to a conference.