Tasmania’s Road Safety Advisory Council launches new Love 40 integrated campaign taking aim at rule-breaking drivers in school zones, via cummins&partners
The new Love 40 road safety campaign, No Excuse in a School Zone, has launched to coincide with the start of the new school term to tackle the dangerous issue of rule-breaking drivers in school zones. With the safety of children and school crossing patrol officers at risk, the campaign challenges those everyday reckless driving habits.
Through a series of powerful executions, the integrated campaign features school children mirroring the excuses often made by drivers with tongue-in-cheek humour and a biting honesty, taking aim at drivers who ignore speed limits, fail to stop for school crossing guards, and let a lack of concentration affect their driving in school zones.
“It really struck us when we heard the excuses drivers give when they get caught breaking rules in a school zone,” says Alice Tran and Becky Worley, creative team at cummins&partners. “They really are so childish! The kids that became this campaign’s mouthpiece bought this message to life better than any adult could. They show us just how ridiculous this behaviour looks – and if they can understand that, we should too.”
The integrated campaign has rolled out across TV, radio, OOH, and social media, including some local influencers in Tasmania. These channels offer effective reach to a diverse audience, from parents to commuters. Utilising targeted language and visuals designed to capture the attention of drivers across the campaign, it challenges unsafe driving habits in addition to initiating a broader community conversation about safety and responsibility.
“As we start another school year, it’s imperative for all drivers to remember that road safety doesn’t just apply during the first week of school, it’s an ongoing, year-round commitment,” said the chair of the Road Safety, Scott Tilyard.
“We often receive reports from our school crossing patrol officers about incidents where drivers are either speeding or not paying attention in school zones. No matter the circumstances – whether you’re running late or facing other pressures – unsafe driving in a school zone is never acceptable.
With support from local authorities and the wider community, this campaign hopes to drive lasting change by reducing dangerous driving behaviours near schools so children and school crossing patrol officers can enjoy a safer environment.
