AAA: advocacy campaign
Challenge
Australia‘s road toll has been rising 10% every year, with 100 people being hospitalised each day.
But no one can tell you why, because important data is not released by Governments.
Politicians have long been accused by the public of spending taxpayer money on roads to win votes instead of meeting community and safety needs. Research shows that road safety isn't a top priority for many Australians, and they're unaware that governments did not release the data.
The challenge was to create a bold campaign that cuts through the apathy, sparks public interest, and pushes for data-driven road funding across the country.
Solution
We launched ‘Data Saves Lives’, a campaign urging the Australian Government to release critical road safety data.
To cut through the complexity, we tested multiple creative concepts to land clear, compelling messaging on a challenging reform. By connecting the issue to broader public priorities, we helped the AAA (Australian Automobile Association) reframe the conversation and elevate the ask.
Then we ramped up the pressure. Every federal politician received a direct letter from the AAA, and the campaign website publicly tracked where each one stood on the issue.
As the AAA’s Campaign Director, I brought Data Saves Lives to life by leading:
Research and strategy: Project-managed external research agency to conduct pre-campaign research and focus group testing of concepts, ensuring the messaging and visuals were effective and resonated with audiences. The chosen creative concept proved through focus-group testing to be the best way to reframe the campaign as an integrity issue, introduce a solution, and influence user action.
Stakeholder wrangling: Facilitated close liaison between the AAA, clubs, and a coalition of third-party partners for message amplification.
Creative and media: Collaborated with creative and media agencies to develop the campaign’s core message and visual device, integrating it across earned, owned, and paid channels.
Production: Directed the appointed digital agency in the creation of a campaign website optimised to achieve the campaign’s objective, encouraging Australians to connect and advocate for change with their local politicians.
Results
The campaign successfully influenced the Federal Government to adopt the AAA’s policy.
The campaign generated over 10,000 public signatures and secured support from 20 national organisations representing motorists, motorcyclists, truckers, pedestrians, doctors, insurers, road engineers and safety advocates.
Creative developed by agency General Strategic
Sample direct marketing campaign
