The Motor Accident Commission (MAC) of South Australia has just launched a new road safety campaign where humour, rather than violent graphic imagery, has been used to convey its message.
The “Matemorphosis” campaign is aimed at rural drivers, but the principles apply across the board. Tom Kenyon, SA Road Safety Minister explains what Matemorphosis is all about, “Basically this means your mate has ‘morphed’ into a person that risks losing their life by ‘creeping’ over the speed limit, hooning, not wearing a seatbelt, drink driving, or driving while on drugs or fatigued.
“Many young men find it difficult to speak about road safety in their peer groups. The irreverent nature of the campaign empowers them to speak up when their mates are showing signs of Matemorphosis, as it just may save their life.”
Crucial to the message is the high representation of rural drivers in fatalities. According to MAC’s stats one third of the state’s population live in rural areas, yet 60% of fatalities and 50% of serious injuries are on rural roads.
Watch the ads after the break. We’d love to hear how effective you think this different approach to the road safety message will be, as well.
3 replies on “Matemorphosis campaign uses humour for serious message”
People here in Adelaide are currently saying it won’t work. But they said that about the level crossing safety campaigns, about the creepers campaign and about every other road safety ad campaign the SA government does. This will work because people will remember the ads, I can’t see this hurting SA’s reputation for having the best road safety advertising campaigns in the entire world.
If only the government was just as good at driver education.
I kinda think they’re sending out a mixed message. Are they suggesting its not the responsibility of the driver, but its the responsibility of their mates? What about the situation where the bloke is driving himself home. Not sure, the stats will show the end result over time.
A brilliant fresh approach to a really serious problem that has far reaching consequences. Safety is each individuals responsibility but looking out for your mates is just as vital.