‘Every K Counts’
NSW Government
Concept & Creative
Most drivers don’t see themselves as speeders.
The insight was that most speed-related deaths happen at less than 10km/h over the limit, behaviour that feels normal, even safe.
Casual Speeding reframes this, giving language to something people didn’t recognise as dangerous.
By naming it, the platform challenged the idea that “just a few kilometres over” is harmless, turning a passive habit into something visible and accountable.
Created in collaboration with BMF and Transport for NSW.
