Transport for NSW

How Transport for NSW’s country roads campaign saved lives. 27 to be precise.

Most rural road deaths are caused by older, male country drivers. But their ‘ability’ to drive is a direct reflection of the role/status achieved in their family and community. They are employing denial but in reality, their excuses have no place on the road. We needed to gain acceptance into their communities to help them understand they are in denial, without affronting their ego and sense of self. But try telling a regional middle-aged Aussie he’s wrong…

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