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The Australian Road Safety Foundation briefed us to develop a campaign to remind people to slow down to 40 around School Zones as kids returned to the classroom in 2021.
We teamed up with Spotify to create cut-through messages – that thanks to geo-targeting, were only served once drivers were within 5km of a school zone.
We called them Slow Down Songs.
Each song would start at normal speed before dramatically slowing down allowing for our message to be delivered: “This Slow Down Song is to let you know that you are now near a school zone, and will need to slow down to 40 when you enter it”. The song then returned to normal speed, and listeners were returned to their playlist.
Over 100,000 Slow Down Songs were served during ‘Back to School Week’ across Queensland.
The ARSF has now gained approval for a national roll-out in 2022.