Newspaper ad for TAC's â€œWipe off 5â€ campaign, targeting low-level speeding.
TAC ran a full-page high impact newspaper ad to spread awareness of adhering to the speed limit as a way of preventing serious accidents.
The newspaper communication links back to the TVC, drawing from a key frame to punctuate the devastating effects of driving even five kilometres over the speed limit. The strategic use of “extension” in this campaign reinforces the message of the TVC, helping to alter behaviour.
The ‘Wipe off 5’ campaign initially launched in 2009, targeting the issue of low-level speeding and dispelling the myth that travelling even a few kilometres over the legal limit is safe.
Learn more about the Strategic Role of Extension with examples of how it has been applied to newspaper advertising.