Renaming Speed to Speedkills: Getting People to Slow Down

Here's a new approach to asking people to slow down on the roads that we have developed with the TAC and the people of Speed, Victoria. We are working with the TAC and the rural town of Speed to get the town of Speed to change its name to Speedkills.

It was only launched on Friday and we had the initial goal of getting 10,000 people 'Liking' the campaign on Facebook, to activate the name change. However, we've recevied 12,900 hits so far, and the stakes have increased. One of the towns best farmers 'Phil Down' will change his name to 'Phil 'Slow' Down if we get to 20,000, and after that - well there's another surprise in store. So help us get to 20,000.

Please spend some time on the site having a look at the town appeal movies - they are quite beautiful.

I'll explain the psychological principles as to why this will be an effective campaign later. Any guesses for now?

POSTSCRIPT September 04 2011 Just a quick update. The campaign was shortlisted for 2 Effies at the Australian Communications Council Effectiveness Awards. It also appeared as a Case Study in Marketing Magazine. Here's a link to a cut down version of the case study.


POST POSTSCRIPT September 29 2011  It also won a Gold Spike at the Asian Spikes  Nice one.