For the past 25 years TAC has used graphic, often horrific images of accidents in an effort to successfully address the road toll statistics. With a plateau of deaths now occurring, a change of direction has been taken.
The latest ad is a big change from what viewers are used to. There is no intentional shock, or aim to upset or outrage viewers.
Emotion is still a very effective tool, but with this slight tweak of its usage, we think a powerful result will follow.