30% of road deaths are due to driver fatigue. The Transport Accident Commission in Australia recommends stopping every two hours – most drivers don’t.
We created a new reason to pull over, by showing drivers they were passing something worth stopping for.
We identified heavily travelled, high-risk routes, then searched social media channels for images taken nearby. 
These became billboards which were placed on location, encouraging drivers to stop somewhere they wouldn’t have before.
An online tool let people plan their journey before they left - saving them to their native google maps app on their phone.
People could take their own photos - which added to the campaign, growing the amount of places to take a break  across the country.

Most importantly, the campaign contributed to an 83% reduction in fatalities in the identified areas.

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