TRANSPORT ACCIDENT COMMISSION / SPEEDKILLS
17 January 2011
Aussie town pledges to change name if enough people 'like' it
- Brand
- Transport Accident Commission
- Media Type
- Ambient / Guerrilla
- Online
- Product Category
- Public Awareness
- Source
- News
- Agency
- Naked Communications / Melbourne
- Tags
- Transport Accident Commission
- Australia
Australia's Transport Accident Commission (TAC) and the little-known town of Speed in Victoria has turned to Facebook to persuade people to slow down when driving.
Working in conjunction with Naked Communications, Melbourne, the citizens of Speed have pledged to change the name of their town to 'SpeedKills' if over 10,000 people 'like' their cause on Facebook.
With a population of just 45 people, Speed may look like the kind of place tectonic plates go to slow down, but that hasn't stopped the local populace from mobilising to promote the cause. The 'Rename Speed' page features locals taking part in slow races, playing slow songs, and generally getting behind the message of safer driving.
Adam Ferrier, founding partner and consumer psychologist at Naked Communications commented, 'People are used to government bodies telling them to slow down on the roads. we wanted to find a way to have this message endorsed by peoples' friends and families - social media being the obvious environment.'
Remarkably, the campaign hit its target of 10,000 likes on the day of launch. To keep the momentum going, local farmer Phil Down has pledged to change his name to Phil Slow Down if the Rename Speed page tops 20,000 likes. With the page total currently at 17,466, it might be time for Phil to update his contact details...
www.facebook.com/speedkills
Working in conjunction with Naked Communications, Melbourne, the citizens of Speed have pledged to change the name of their town to 'SpeedKills' if over 10,000 people 'like' their cause on Facebook.
With a population of just 45 people, Speed may look like the kind of place tectonic plates go to slow down, but that hasn't stopped the local populace from mobilising to promote the cause. The 'Rename Speed' page features locals taking part in slow races, playing slow songs, and generally getting behind the message of safer driving.
Adam Ferrier, founding partner and consumer psychologist at Naked Communications commented, 'People are used to government bodies telling them to slow down on the roads. we wanted to find a way to have this message endorsed by peoples' friends and families - social media being the obvious environment.'
Remarkably, the campaign hit its target of 10,000 likes on the day of launch. To keep the momentum going, local farmer Phil Down has pledged to change his name to Phil Slow Down if the Rename Speed page tops 20,000 likes. With the page total currently at 17,466, it might be time for Phil to update his contact details...
www.facebook.com/speedkills
Register for our newsletter /
COMMENTS /
Simon
it's at 20,931 right now. If you assume the new likes were evenly spread since this article, it's hitting 990 likes per day, and it would've hit 20,000 late last night.
nice work.