‘Casual Speeding?
Every K Counts’
NSW Government

Most drivers don’t see themselves as speeders.

The insight was that the majority of speed-related deaths happen when drivers are travelling less than 10km/h over the limit, behaviour that feels normal, even safe.

I reframed this as ‘Casual Speeding’, giving language to something people didn’t recognise as dangerous.

The platform challenged the perception that ‘just a few kilometres over’ is harmless, making it visible and accountable.

By naming the behaviour, the campaign aimed to reset how people think about everyday speeding, turning a passive habit into a conscious decision.

Created in collaboration with BMF and Transport for NSW.