Motor Accident Commission
Pedestrians are extremely vulnerable road users, as they have little to no protections in the event of a collision with a vehicle. In recent years in South Australia, the proportion of pedestrians in accidents has been increasing. It’s commonplace for Drivers to feel, because they have a bigger presence on the road, that Pedestrians should be looking out for them. MAC tasked KWP! with developing a multi-channel campaign targeting all road users to look out for Pedestrians more intently when behind the wheel. Whether that be ‘drink walkers’ who use the streets on a night out in town, the ‘elderly’ who don’t move as fast as they used to in and around shopping centres or ‘kids’ around school zones. The campaign was brought to life through high impact outdoor, radio, online video and ambient placements and was launched in June 2018.