Victorian Road Safety Ad Goes Viral Around the World

20 Dec 2010

MEDIA RELEASE: 20 December 2010

People from around the world are sharing the Transport Accident Commission's (TAC) montage of 20 years of road safety campaigns online and pushing the ad close to 10 million views.

The montage was posted on YouTube just over a year ago to mark 20 years since the first TAC advertisement went to air and has since gone viral with over 3 million views since November.

"In the last two months, we have seen the ad accelerate its global reach. People all over the world are imploring their friends and family to drive safely in the lead up to Christmas," said TAC Senior Manager of Marketing and Road Safety John Thompson.

"It's been fascinating to witness this phenomenon as it's been completely independent of any TAC promotion."

Since 1 November, there have been 1.9 million views in the United States alone, followed by 989,000 in Canada, over 198,000 in Brazil and over 240,000 in Australia.

The ad has also recently hit number one of the Global Viral Video Chart at www.wallblog.co.uk where it was described as "powerful stuff".

Hundreds of comments have also been posted reacting to the powerful footage, with most saying they would like to see similar strong messaging in their countries.

One overseas viewer posted the following message: "We need hard hitting campaigns like this in the UK. I was hurt by a drink driver and luckily escaped with just a smashed leg but thousands are not so lucky."

The montage includes the most memorable images from the TAC's campaigns, including crash scenes, trauma patients in hospital and families dealing with the loss of a loved one.

Mr Thompson said the growing interest in the ad showed the powerful effect that emotive advertisements could have on attitudes to driving globally.

"It's really interesting to see how our ads have transcended international borders via the web. It demonstrates that road safety is a global issue, and it's more important than ever for people to drive safely as Christmas approaches," he said.

"The comments posted on YouTube and via email show that viewers have been affected by the montage and appreciate its potential to help drivers realise the consequences of ignoring road safety."

One email being shared online implores people to watch the montage: "Please pass it along to all of your friends and maybe you can be responsible for saving some lives. Wouldn't this be a great Christmas present."

The 20 year montage is at www.youtube.com/TAC